Montirex x Topuria Launch

Montirex enters Spain with JD Sports, bringing Ilia Topuria’s knockout energy to Madrid, Barcelona and beyond

We recently supported Montirex as the brand launched into JD stores across Spain, delivering a multi-city OOH campaign built around visibility, timing and cultural relevance.

When Montirex launched into JD stores across Spain, the campaign needed to do more than announce availability.

The brand was entering a new market, so the work needed reach, relevance and a reason for people to pay attention. Ilia Topuria gave the campaign that connection.

Known as “El Matador”, Topuria is one of Spain’s most recognisable names in combat sport. His image carries weight: controlled, intense and built around the kind of presence that suits out-of-home. For a performance brand entering Spain through JD Sports, he gave the launch a face the audience already knew.

We began at street level, with 8,000 B1 posters placed across Madrid and Barcelona from 8 May. The locations were selected around the audience, with activity close to gyms, sports retailers, city-centre routes and areas where 18 to 24-year-olds were already moving through, training, shopping and spending time.

From there, the campaign scaled up.

Large-format digital placements went live across Madrid, Barcelona, Benidorm, Marbella and Tenerife, taking Montirex into malls, roadside environments and high-footfall areas across Spain’s key cities and coastal locations.

The biggest visual statements came through two large-format banners.

In Barcelona, Montirex took over Rambla Catalunya with a huge image of Topuria above the street. In Madrid, the campaign dominated Serrano, one of the city’s most recognisable retail neighbourhoods. These were the placements that gave the launch its weight. Not just another screen in a media plan, but a physical presence in the city.

The plan worked because each format had a clear role.

The flyposting gave the campaign a street-level feel. The mall and roadside digital gave it reach. The banners gave it scale. Together, they made Montirex visible in the places its audience trains, shops, travels and socialises.

The campaign delivered 26,684,608 impressions against 24,781,902 booked, creating 12.9% total overdelivery. Several placements delivered particularly strong results, including Parque Sur in Madrid, Spalu in Barcelona, Benidorm large-format digital and La Cañada in Marbella.

For us, this campaign showed what international out-of-home needs to get right.

It was not about taking a UK plan and placing it abroad. It needed the right cities, the right formats, the right timings, local media knowledge and close production coordination to make sure every part of the campaign landed properly.

Montirex entered Spain with a campaign built around impact, cultural relevance and a fighter whose presence matched the ambition of the launch.

In a true nod to El Matador himself, we made it sharp, direct and unlikely to miss.In a true nod to El Matador himself, we made it sharp, direct and unlikely to miss.