Of all the issues facing the youth of today, mental health has to be right up there. While older generations might view them as flaky, arguing that youngsters need to grow a pair, keep calm and carry on or simply snap out of it, like it or not, this generation needs more support.
Enter sportswear challenger brand Montirex, which is throwing its hat in the ring by launching a dedicated charitable arm The Montirex Foundation, with a bold mission to support youth mental health through sport.
To mark the launch, Montirex has officially partnered with suicide prevention charity Campaign Against Living Miserably (CALM) to release the second chapter of its powerful initiative: “Break The Wall”.
Now in its second year, Break The Wall continues to spark urgent conversations around mental health – especially among young men – and pushes back against the silence and stigma still surrounding it.
Break The Wall 2025 kicks off with the premiere of a raw and emotionally charged short film, featuring boxer Ted Jackson and actor Alfie Cain. The film dives into the silent battles many young people face, encouraging viewers to lean into vulnerability, speak up, and “Break The Wall” that isolates them.
The storytelling is designed to be unfiltered and relatable, sparking real talk about the pressure to be tough, the pain behind the silence, and the strength in opening up.
It opens with the boxer in a darkened gym smashing into a punchbag, asking himself “why am I always like this” and then going on to berate himself as a “waste of space”. It then switches to Alfie Cain, checking in on his mate to make sure he is OK. It ends with the duo sitting down outside the gym, laughing together, having “broken the wall” of silence…
The film can be viewed on Montirex social media channels.
Built on the belief that sport and community can be powerful tools for change, The Montirex Foundation aims to foster a culture of support and solidarity within different sectors of charity work to create lasting change, focusing on grassroots sports, community initiatives, health, and the arts.
In terms of the community support that Montirex already commits to, the sportswear brand sponsors football club AFC Knowsley’s first team and has previously raised thousands in support of Liverpool baby hospice, Zoe’s Place.
Through long-term partnerships, storytelling campaigns, and grassroots action, the foundation is determined to create safe spaces for young people to thrive; on and off the pitch.
Montirex co-founder Daniel Yuen said: “We’re incredibly proud to launch the Montirex Foundation, and we thought there was no better way to announce the charity than with the launch of our second Break The Wall campaign with our long-term partner, CALM.
“We know the walls people build around their mental health can be hard to tear down—but connection, compassion, and conversation are the first punches. We’re here to remind everyone: check in with your mates, ask the hard questions, and don’t be afraid to talk.”
CALM chief executive Simon Gunning added: “We’re incredibly grateful for Montirex’s continued support. Breaking down the stigma that surrounds suicide and providing everyone with the tools they need to actively help someone who might be struggling is at the centre of what we do, and their Break The Wall campaign works in total harmony with that ethos.
“The Montirex Foundation will undoubtedly go on to achieve great things and ultimately save lives – I’m very proud that CALM gets to be part of that journey with them.”
So, what is the consensus around the Decision Marketing office?
As regular readers will know, we are big supports of CALM; after all, there can be nothing more depressing than people feeling so low, so helpless and so isolated that they take their own life.
Any initiative that can save someone from ending it all prematurely has got to be worth every penny.
Decision Marketing Adometer: A “helping hands” 10 out of 10
