Syn wins pitch for Montirex ‘Find Your Rhythm’ autumn campaign

Syn, a creative agency in Leeds, has won the pitch to create Liverpool sportswear brand Montirex’s autumn campaign, which brings together boxing, UFC and running talent in locations outside the gym.

“Find Your Rhythm” runs across digital, social, retail and out-of-home. Syn was responsible for strategy and positioning, creative and art direction, content creation and brand activation.

The win comes as Montirex, which Danny Yuen and Kieran Riddell-Austin founded in 2019, aims to grow in new markets in Europe and further afield.

Filmed at locations around the UK, the campaign stars Dalton Smith, Ilia Topuria, Ben Whittaker, Leon Edwards and Fabian Edwards, together with Manchester-based Made Running.

The creative looks at how personal progress connects with the communities, shared experiences and daily rituals that sustain it.

Instead of gym backdrops, the work follows its subjects through places linked to training, street culture, home, transport and music, in keeping with Montirex’s position between performance and lifestyle.

Syn creative partner Paul Birkhead said: “Montirex has always sat in an interesting space between performance and lifestyle – we didn’t want to force it into one world or the other. Find Your Rhythm is about embracing that fluidity and showing progress as something shaped by the people, places and rituals around us. The result is a campaign that feels lived-in rather than staged, with carefully selected talent and a visual world that reflects how people actually move through culture.”

The two businesses have worked together before. Syn previously created a retail campaign for the launch of Montirex’s golf range over British Open weekend.

The campaign went live on Montirex’s digital and social channels on 9 September.