North-west sportswear powerhouse Montirex has officially touched down in the United States, marking a landmark moment in the brand’s impressive ascent. The announcement couldn’t be better timed: the launch lands ahead of UFC 322 in New York City this weekend, where Montirex ambassador Leon Edwards steps back into the Octagon in a highly anticipated comeback fight at Madison Square Garden. For both the athlete and the brand, this moment represents resilience, ambition, and a step into a global spotlight.
From Thursday 13th November, Montirex is now available for the first time in the U.S. exclusively through JD Sports, stocking its signature Trail collection and the new MTX Run City New York range at the JD Sports Times Square flagship. It’s a bold entry into the American market and a strategic play that positions Montirex among the fastest-rising performance-fashion brands shaping the intersection between sport and contemporary streetwear.
A Moment Written for the Big Stage
The U.S. arrival aligns with Edwards’ return to the cage, his first fight since March’s UFC Fight Night 254. Set for Saturday 15th November, the bout represents a comeback story defined by grit and perseverance, qualities that mirror the Montirex DNA.
To mark the occasion, Montirex has released an emotional short film documenting Edwards’ journey back to peak form, narrated by rising Birmingham rapper T.Roadz. The piece pays tribute to Edwards’ Jamaican-Birmingham heritage and the relentless drive that has made him one of the UK’s most respected fighters.
Watch the film here: https://www.instagram.com/p/DQ7WIVbjlS4/?hl=en
The film forms part of Montirex’s growing storytelling platform that places real athletes, real journeys, and real resilience front and centre, eschewing polished perfection for authenticity and depth.
Lighting Up Times Square
As part of the launch, Montirex has taken over the New York skyline with its first-ever U.S. billboard in Times Square. The striking display features Edwards and the brand’s signature technical silhouettes—an undeniable statement that Montirex has arrived and it intends to stay.
The billboard also signals the beginning of Montirex’s broader U.S. retail strategy, with plans for further store locations in New York City and additional American cities to follow in the coming months.
A Brand Built on Relentless Ambition
Founded in Liverpool in 2019 by best friends Daniel Yuen and Kieran Riddell-Austin, Montirex has grown at remarkable speed, evolving from a kitchen-table start-up into one of the UK’s fastest-growing performance apparel brands. The duo opened Montirex’s first physical store in September 2024, and the U.S. expansion solidifies their mission to redefine accessible premium technical sportswear.
Co-founder Daniel Yuen reflects on the milestone moment:
“Expanding into the U.S. is a huge moment for us. The past few years have been a whirlwind of determination and hard work. 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 U.S market what we have to offer.”
Kieran Riddell-Austin added:
“To be launching in the U.S. alongside Leon returning to the Octagon feels especially significant. Leon has been with us since the early days and we couldn’t be prouder to have him representing Montirex on such an iconic stage.”
An Expanding Roster of ChampionsMontirex’s U.S. launch is only the beginning. The brand will continue to build visibility through its growing athlete ambassador line-up, including English boxer Dalton Smith, who will take on his world title challenge in New York on 19th January 2026. Smith’s upcoming fight, along with Edwards’ headline bout and the recent victory of English boxer Giorgio Visoli at his U.S. debut in Philadelphia, positions the brand firmly within elite competition on a global scale.
Montirex isn’t just joining the conversation, it’s claiming its seat at the table.
Where to Buy
Montirex is available now in the U.S. exclusively at JD Sports Times Square, with wider rollout to follow. For those who thrive on performance, community, and the pursuit of more, this is a brand worth watching.