Fast-rising sports and performance-wear brand Montirex has announced a new long-term partnership with UFC champion Ilia Topuria, with the undefeated fighter fronting a new global campaign for the brand as well as exclusively wearing its gear for fight training going forward.
Born to Georgian parents and raised in Spain, Topuria has become one of the biggest names in MMA thanks to his blend of knockout power and elite grappling ability. The undefeated fighter currently holds an 17-0 professional record and is set to headline UFC Freedom 250—the much-talked-about UFC event set to be held at the White House—next month. The signing marks the biggest athlete partnership in Montirex’s history to date.
Launching today, the new campaign features a hero film directed by Alexis Belhumeur that traces Topuria’s rise through different stages of his career, referencing his ‘El Matador’ persona and the rose he traditionally leaves in the octagon following victories. Watch the film above.
Founded in Liverpool in 2019, Montirex has rapidly grown from a local favourite into one of the UK’s biggest emerging sportswear names, building a strong presence across running, training and combat sports along the way. The brand has previously worked with a number of boxing and MMA athletes, with the Topuria signing marking its biggest move in the space so far.
“I’m glad to have a brand like Montirex in my corner,” said Topuria. “Their vision and commitment to reaching the very top really align with who I am as an athlete and as a person.”
Montirex co-founder Daniel Yuen added: “For us, there wasn’t even a second thought about partnering with Ilia. Not only is he at the top of his game in the MMA world, but the hard work he puts into every fight reflects our journey at Montirex, too.”
Check out the shots from the campaign below. For more information, visit Montirex.com.
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