Creative agency Syn has partnered with sportswear brand Montirex to bring its new golf wear range to life in retail for during British Open weekend.
The range launch, at Montirex’s flagship store in Liverpool One, the project is part of Montirex’s wider launch campaign, Same game, new style, promoting their SS26 Golf collection.
The brief to Syn was simple: How to capitalise on one of the golfing calendar’s biggest events taking place on the brand’s home turf?
Paul Birkhead, creative partner at Syn, said: “There is a lot of synergy between ourselves and the guys at Montirex and not just the fact we both launched in 2019 with big ambitions. The way we work and the way the team in the brand work with us is really collaborative and very much in tune.
“The timings on this one were tight but it came together quickly and the end result delivers something fun and engaging with consumers to get involved with.”
Danny Yuen, director and co-founder of Montirex, added: “Golf is evolving, and so are the people who play it. This collection and activation is about creating something that feels relevant to a new generation, something that reflects their style, their culture and how they engage with the sport today.”
The activation reflected a wider ambition for Montirex, which first started in 2019, after its founders identified a gap in the market for high-quality performance sportswear at an accessible price point.
Now one of the UK’s fastest-growing performance brands, Montirex is investing in building brand affinity in physical retail, creating moments that connect with consumers IRL.
The project is the start of a growing partnership between two northern independent brands with similar backstories, both built from the ground up with no investment and similarly big ambitions.
The British Open was held at Liverpool’s Royal Birkdale course over the weekend (16-19 July, 2026) and is one of the PGA Golf Tour’s four “Major” tournaments. It was won by New Zealander Ryan Fox, picking up his first career major on Merseyside.
