Entered by Havas Play

In 2024, emerging sporstwear brand, Montirex sperheaed the ‘Break the Wall’ campaign, in partnership with CALM (Campaign Against Living Miserably), tackling the critical issue of male mental health by encouraging young men to connect through sport. With innovative pop-up goalposts set up across the UK and Ireland, the campaign provided spaces for meaningful interaction, reinforcing the message to ”check in on your mates.” Reaching over 13 million people, the initiative drove significant social impact, including a double-digit increase in calls to CALM and heightened awareness of mental health. Leveraging influencers and creative content, Montirex amplified its core values of community and friendship, resulting in impressive business outcomes that included a 130% year-on-year revenue growth and increased brand visibility. This groundbreaking campaign not only united communities, but also set a benchmark for social responsibility in the sportswear industry.