Montirex US expansion hits landmark moment with JD Sports NYC debut

Montirex, the UK sports brand based in the Northwest of England has its sights set on the US market and its products are now available there exclusively through JD Sports.

JD is stocking the brand’s signature Trail collection and MTX Run City New York range in the JD Sports Times Square store.

It debuted there late last week, “marking a landmark moment for the brand as it accelerates into new markets”.

The move came ahead of the weekend’s UFC 322 fight, taking place in New York City, where Montirex ambassador Leon Edwards took centre stage in his comeback bout at Madison Square Garden (unfortunately, he lost). 

To celebrate the occasion, Montirex had released a short film “following Edwards’ journey back to the cage, narrated by rising Birmingham rapper T.Roadz – paying homage to Leon’s roots and relentless drive”.

The brand also made an impact by unveiling its first-ever US billboard in Times Square ahead of the fight.

Regardless of how Edwards did, the move into the North America market is a key one for the business and comes after sustained growth since the company’s launch in 2019. 

The company said it will continue to target making waves in the US into the New Year through its line-up of athlete ambassadors, including English boxer Dalton Smith during his world title challenge in New York on 19 January. Both Smith’s and Edwards’ fights follow English boxer Giorgio Visoli’s recent success during his US debut in Philadelphia last month.

Founded by best friends Daniel Yuen and Kieran Riddell-Austin in Liverpool, Montirex has gown very fast and the company opened its first physical store a little over a year ago.

Yuen said that expanding into the US “is a huge moment for us. The past few years have been a whirlwind of determination and hard work, and we continue to be humbled by the success we’ve had within the UK market. With our sights firmly set on sustained momentum and growth for Montirex, now feels like the perfect time to take the brand across the pond and show the US market what we have to offer.”