Havas Play UK and Havas Red North have been appointed by sportswear challenger brand, Montirex.
Havas Play UK has been brought on board to oversee and develop its strategic creator and brand partnerships. This will also include enhancing its “cultural significance” across the country, in key locations including London, Ireland, Scotland and the Midlands.
The agency will work alongside sister agency, Havas Red North which will manage its PR.
Montirex was founded in Liverpool in 2018 by Daniel Yuen and Kieran Riddell-Austin. It’s now seeking to establish a foothold beyond the North West.
“Anyone from the North of England will know about Montirex. Montirex has shown remarkable success in the North, driven by a passion for creativity embedded in community – an ethos we deeply share at Havas Play,” said Rosie Holden, president, Havas Play.
“We’re excited to be part of the next phase of their journey, bringing Montirex to the national stage through exciting, integrated creator campaigns. We’re proud to support Montirex in its mission to challenge the sportswear status quo across the UK.”
Havas Play UK said it will develop a unified artist, influencer and talent engagement relations strategy to build brand awareness and enhance its reputation as a brand rooted in community.
It’s already launched a nationwide activation campaign called ‘Break the Wall’, in support of CALM which aims to tackle the stigma around mental health and encourage their community to check in on their mates.
“Havas Play’s dedication to connecting with communities through culture and sport set them apart from the get-go,” added Amanda Calder-McLaren, CMO, Montirex.
“With their nationwide presence and expertise in delivering integrated, culturally embedded creator campaigns, they’re the perfect partner to help us bring Montirex’s vision to young people with a passion for sports, style and adventure across the nation.”
