Liverpool sportswear brand Montirex launches new global summer campaign

Credit: Montirex

Performance-led sportswear brand Montirex, has unveiled the first chapter of its Summer 2026 campaign, ‘For The Moments’.

A global creative platform celebrating the defining moments that shape athletes in and out of the sporting arena, ambassadors and their community.

Rooted in the brand’s core ethos of ‘Together Made’, the campaign reflects a belief in shared journeys, resilience and building success through community.

Launching Friday 3^rd July, the campaign brings together an international roster of Montirex athletes and ambassadors, including Mick Conlan, Ben Whittaker, Shakur Stevenson, Paul Hughes and Giorgio Visioli. It also introduces new ambassadors Jo and Kush, who rose to prominence through their recent appearance on the BBC’s Race Across the World which they went on to win. The campaign also features Montirex’s running community partner, AllTerrain95.

Fresh from his victory over Richard Rivera in his US debut fight in Brooklyn at the weekend, undefeated light heavyweight, Ben Whittaker’s inclusion anchors the campaign in a key career-defining moment. Reflecting ‘Together Made’, the line-up unites individuals from different disciplines, backgrounds and paths, all driven by a shared ambition to push forward.

‘For The Moments’ captures the raw, personal and often unseen experiences that define a Montirex summer. Rolling out as a series of short-form films and stills across social and digital platforms, the campaign follows each athlete and ambassador through key moments in their summer – from training camps and competition to travel, cultural events and time spent with friends and family.

Across each story, the campaign highlights not just the individual, but the people, environments and communities that shape their journey.

Spanning elite sport and lifestyle, the campaign reflects how Montirex exists across a spectrum of environments, tapping into major moments in the cultural calendar including The Open in Liverpool in July 2026 and the height of festival season, where movement, energy, style and self-expression sit at the heart of the experience.

Rather than focusing solely on performance outcomes, the creative emphasises authenticity – the preparation, the discipline, and the personal journeys that define each individual, as well as the support systems and communities behind them.

One of the central figures in the campaign’s first release is Ben Whittaker, whose story anchors the hero content. Whittaker’s campaign moment provides an unfiltered insight into life in training camp, documenting his preparation as he approached a major milestone: his first professional fight in the United States, which he won on Saturday.

This moment not only marks a significant step in Whittaker’s career but also underscores Montirex’s commitment to supporting athletes at pivotal points in their journey.

The campaign also builds on the momentum of Montirex’s recent announcement of undefeated world champion Shakur Stevenson joining the brand last month, further strengthening its presence in elite boxing.

Across the wider campaign, Irish athlete Paul Hughes brings a perspective from elite mixed martial arts, while Giorgio Visioli represents the next generation of boxing talent, with his story taking viewers to E. Pellicci in London for a moment of home-from-home comfort food between intense training sessions. Jo and Kush add a lifestyle-driven narrative, moving through the vibrant streets of Barcelona and Madrid, capturing the energy, culture and connections that exist beyond performance alone.

Together, these journeys showcase movement, endurance and shared experiences across global locations, reflecting the diversity of the Montirex community and a shared mindset rooted in performance, ambition, authenticity and the belief that progress is built together.

Commenting on the launch, Danny Yuen, Director and Co-Founder of Montirex, said:

“‘For The Moments’ is about the real experiences behind the lifestyle – the early mornings, the travel, the build-up, and the in-between moments that make summer what it is. Whether that’s stepping into the ring, being part of a huge sporting moment, or heading into festival season with your mates, these are the moments people genuinely live for. Ben’s journey into his first US fight captures that perfectly. It’s about showing how Montirex fits into those moments, wherever they happen and whatever they look like.”

As Montirex continues its rapid growth, ‘For The Moments’ represents a strategic evolution in the brand storytelling, moving beyond product-led campaigns to a deeper focus on the people and experiences that define its identity. The campaign will roll out across digital platforms, social channels and global media throughout the summer.