Paul & Shark launches Cortina takeover project

By

Sandra Halliday

Published
Dec 1, 2023

Paul & Shark, which recently opened a Regent Street, London flagship, is putting heavy support behind its winter outdoor-wear and on 7 December will unveil the ‘Paul & Shark takes Cortina’ project aiming to get its message across to winter sports enthusiasts.

It’s essentially a town takeover by the label in the famous town at the heart of the Dolomites where the Winter Olympics are due to be held in 2026.

The firm’s very recognisable shark will appear everywhere, including at the Scoiattoli refuge and on the clothes worn by the 400 athletes belonging to the historic ski club with which an annual partnership has been signed. 

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The brand has had a store on the town’s prestigious Corso Italia since 2000 and clearly sees the importance of the location in the wider winter-wear world. 

It comes as brands across the price range from H&M through to Adidas by Stella McCartney, Chanel, Dior Men, Boss, Clarks and many more battle it out to make the biggest impact during the ski season this year and in 2024.

The company said that the “historic Scoiattoli chalet and, generally speaking, the town as a whole will serve as the stage for this showcase, becoming something of an exclusive mini world for the brand”.

Paul & Shark said that “with its visible beams, wooden tables and panoramic terrace with stunning views of the iconic Cinque Torri peaks, the historic Scoiattoli refuge is the beating heart of the project”. 

The chalet offers “a warm, welcoming and elegant setting in which to take a break from the bitterly cold conditions and immerse yourself in the world of Paul & Shark”.

The set-up is branded throughout with sharks in white and gold, accompanied by brand-blue place mats, coasters, napkins, cushions and blankets. “Everything evokes the brand, including a striking installation in the form of a blue ski mask decorated with white sharks located on the chalet's panoramic terrace, where you can watch the sunset over the Dolomites near a small café with an ice-like covering,” we’re told. 

That partnership with the Cortina ski club includes helmets made in collaboration with Atomic, masks and sweatshirts featuring the shark to be worn by the athletes throughout the 2023-24 winter season.

Brands are increasingly focusing extra resources on seasonal location-based promotions. Other examples can be seen with multiple initiatives with high-end labels kitting out the world’s most luxurious seaside resorts at the height of summer.