Kath Smith, an independent director at JD Sports Fashion and former Adidas UK MD and The North Face GM has joined Liverpool sportswear brand Montirex, marking a significant move for the startup. Montirex, Monterrain, and Technicals are emerging players in the technical lifestyle apparel space, gaining substantial traction among sportswear-inspired youth consumers—a trend originating in Liverpool and Manchester.

Interestingly, these brands, a mix of independent and retailer-generated, hold more equity with a large pool of consumers than heritage technical and outdoor brands like Berghaus and The North Face. Their ability to be dynamic and reactive and design products specifically with the JD consumer in mind gives them a significant competitive advantage over heritage giants. This approach is likely to have a substantial impact on their revenue in the coming years. The sportswear-inspired consumer is more interested in brands that speak directly to their stylistic preferences and lifestyle needs rather than in long-standing highbrow brand heritage.

These new technical brands' agility and lack of corporate red tape give them a huge edge. The brand ecosystem and hierarchy will continue to be disrupted as new players like Represent nail the consumer's desire code.