Liverpool-based Montirex lands in US with JD Sports

Liverpool-born sportswear disruptor, Montirex, has officially crossed the Atlantic. While plenty of British brands have long dreamed of a US breakthrough, few choose Times Square and a UFC comeback at Madison Square Garden as their launchpad.

The North West performance brand, best known for its tech-led Trail collection and fast-growing global athlete roster, has made its US retail debut exclusively through JD Sports. The launch puts Montirex front and centre in JD’s flagship Times Square store, a high-traffic stage that mirrors the brand’s rapid rise since its 2019 founding.

The timing is no coincidence. Montirex ambassador and UFC star Leon Edwards returned to the Octagon at UFC 322 on Saturday, his first fight since March and one of the most-watched comeback narratives of the year.

To mark the moment, Montirex has released a short film tracing Edwards’ journey back to the cage, narrated by Birmingham rapper T.Roadz. It’s a nod to the athlete’s roots, but also a signal of how Montirex builds emotional equity in a category dominated by legacy giants.

Co-founder of Montirex, Daniel Yuen, said: "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."

Fellow co-founder, Kieran Riddell-Austin, added: "To be launching in the US alongside Leon returning to the Octagon feels like a special moment. Leon has been on the journey with us since the early days, his unwavering support for the brand and our relationship mean we couldn’t be prouder to have him representing us."

The brand’s entry into North America also follows its first physical store opening in 2024 and sustained UK growth. From boxing prospect Giorgio Visoli’s US debut in Philadelphia last month to English boxer Dalton Smith’s upcoming world title challenge in New York early next year, Montirex is betting on fight sports.

Montirex is now available exclusively at JD Sports Times Square, with more US activity planned into 2026 as the brand continues its athlete-led momentum.