North-west performance label Montirex has officially stepped onto U.S. soil, a major milestone for a brand that has evolved from a grassroots running community favourite into one of Britian’s most recognisable sportswear forces. What started in Liverpool not to long ago has now reached one of the most competitive retail landscapes in the world. With itd New York launch aligning with one of the biggest fight weekends of the year, Montirex has chosen its moment with a purpose.
Release Built Around Momentum
The expansion lands just ahead of UFC 322, where Montirex ambassador Leon Edwards returns to the Octagon in a highly anticipated comeback at Madison Square Garden. It’s a smart, deliberate alignment. The brand steps into a new market while one its most prominent athletes steps back into the spotlight.
From Thursday 13th November, Montirex officially hits U.S. shelves through JD Sports, who hold exclusive retail rights for the American launch. The iconic JD Times Square store, which is arguably one of the most visible retail spaces on the planet, now houses Montirex’s flagship Trail collection alongside the MTX Run City New York range. This places the brand in front of millions of New Yorkers and tourists who pass through the area every single day.
A Times Square Takeover
To mark the special moment, Montirex has taken over a Times Square billboard, the brand’s first in the U.S., and that’s just the beginning. More U.S. and New York stores are in the pipeline already. The rollout will continue into 2026 with an impressive roster of UK athletes helping to drive Montirex’s visibility stateside. Alongside the ambassador Leon Edwards, Dalton Smith will represent the brand during his world title challenge in New York on the 19th of January 2026, all while Giorgio Visoli’s succesful U.S. debut in Philadelphia has already begun to build recognition for Montirex within American boxing circles.
