Performance-led sportswear brand Montirex is making a big move into contact sport, signing boxing’s “most accomplished and dynamic athlete” Shakur Stevenson.
The New Yorker joins Montirex as a four-division world champion and Olympic silver medallist, marking “a major milestone” for the brand, “bringing both elite sporting credentials and cultural influence to the sportswear disruptor,” it said.
It added that the partnership “reflects a strategic alignment across sporting excellence, global growth ambitions, and shared values.”
His world-standing in the sport also gives Montirex the opportunity to accelerate expansion into North America and strengthen its credibility within the global combat sports market.
It all begins with a “powerful” campaign film tracing Stevenson’s journey “from the streets of Newark to the pinnacle of world boxing.”
Directed by Anthony Crooke and Jay Johnson, the hero film is complemented by a series of supporting content including family-led storytelling and behind-the-scenes footage captured by Stevenson’s brother, Azaiah, offering an intimate perspective through his family.
At its core, the campaign is rooted in the theme ‘Together Made’, bringing to life the people who have shaped Stevenson’s journey both inside and outside the ring.
Danny Yuen, director and co-founder of Montirex, said: “Shakur is a generational talent and one of the most complete fighters in the world right now. But more than that, his story, where he comes from, the people behind him, the mindset he carries perfectly reflects what Montirex stands for.
“‘Together Made’ isn’t just a campaign line, it’s a belief that success is built through those around you, and Shakur embodies that at every level. This signing is a huge moment for us as we continue to cement our position in combat sports globally.”
The Montirex x Shakur Stevenson campaign will launch across all Montirex platforms on 29 June.
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