Italian luxury fashion brand Paul & Shark is preparing to make a big debut in the winter sports industry with its upcoming project, “Paul & Shark takes Cortina.” Launching on December 7th, this initiative will see the brand completely taking over the iconic town of Cortina, nestled in the breathtaking Dolomites mountain range, which is set to host the Winter Olympics in 2026. The aim of the project is to captivate winter sports enthusiasts by immersing them in the world of Paul & Shark.
Paul & Shark is no stranger to Cortina, as it has had a store on the esteemed Corso Italia since 2000. Recognizing the significance of this location in the winter wear industry, the brand has decided to go all out for its latest venture. The project will showcase the iconic Paul & Shark shark logo throughout the town, from the renowned Scoiattoli refuge to the clothing of the 400 athletes belonging to the historic ski club, with whom the brand has formed an annual partnership.
The highlight of the project will be the transformation of the historic Scoiattoli refuge, known for its breathtaking views of the Cinque Torri peaks. This refuge, with its charming wooden beams, tables, and panoramic terrace, will provide visitors with a warm and elegant setting to fully immerse themselves in the world of Paul & Shark. The refuge will be turned into a mini world for the brand, with branding elements such as white and gold sharks, brand-blue place mats, coasters, napkins, cushions, and blankets. A particularly striking feature will be a blue ski mask adorned with white sharks, located on the refuge’s panoramic terrace, where visitors can enjoy the stunning sunset over the Dolomites.
Additionally, Paul & Shark has formed a partnership with the Cortina ski club, further solidifying its presence in the winter sports community. This collaboration includes the creation of helmets in collaboration with Atomic, as well as masks and sweatshirts featuring the iconic shark logo, which will be worn by the athletes throughout the winter season.
The “Paul & Shark takes Cortina” project reflects a growing trend among brands to invest more resources in seasonal, location-based promotions. This strategy allows brands to take advantage of the unique characteristics and associations of specific destinations. Similar initiatives can be observed with other high-end labels transforming luxurious seaside resorts during the summer months.
As brands across various price ranges, including popular names like H&M, Adidas by Stella McCartney, Chanel, and Dior Men, compete to make an impact during the ski season, Paul & Shark aims to stand out with its immersive and visually striking takeover of Cortina. By leveraging the town’s prestigious reputation, the brand hopes to solidify its position within the winter wear industry and capture the attention of winter sports enthusiasts worldwide.
Useful Links:
– Paul & Shark Official Website
– Cortina d’Ampezzo Official Website
