Montirex, the Liverpool-based technical outdoor and sportswear brand, is targeting nationwide growth and to support its ambitions, it has appointed media agency Havas Play UK.

Having previously focused on growing the brand in the north of England, the five-year-old challenger sportswear brand said Havas Play is tasked with developing its talent partnerships and communications “into a nationwide strategy as the brand looks to expand across the UK and Ireland”. 

Havas Play’s brief includes driving brand growth in areas such as London, Ireland, Scotland and the Midlands, “by developing a unified artist, influencer and talent engagement strategy,” Campaign reported.

The partnership has launched with ‘Break the Wall’ nationwide activation campaign which supports the ‘Campaign Against Living Miserably’ aiming to “tackle the stigma around mental health and encourage people to check in on their mates”.  

The multimedia campaign covers creator partnerships, out-of-home, pop-up football activations and social media content tied to locations in London, Liverpool, Birmingham and Dublin.

Havas Play UK will also work alongside sister PR agency Havas Red North.

“Amanda Calder-McLaren, chief marketing officer at Montirex, told Campaign: “With their nationwide presence and expertise in delivering integrated, culturally embedded creator campaigns, [Havas Play’s] the perfect partner to help us bring Montirex’s vision to young people with a passion for sports, style and adventure across the nation.” 

Rosie Holden, president at Havas Play, added: “Anyone from the north of England will know about Montirex. [It] has shown remarkable success in the north, driven by a passion for creativity embedded in community – an ethos we deeply share. 

“The next phase of their journey [will bring] Montirex to the national stage through exciting, integrated creator campaigns.”