Descente opens hospitality space in Cortina during the Winter Games

DESCENTE opens a 300-square-meter hospitality space in Cortina d’Ampezzo on Feb. 7, targeting athletes, national teams and media during the Milano Cortina Olympic Winter Games.

The Japanese brand’s CASA DESCENTE runs through Feb. 22 and serves as both an exhibition space and networking hub. The company supplies racing suits to six national teams competing at the Games – Switzerland, Canada, Germany, Spain, China and Korea.

Leveraging Olympic visibility for brand positioning

DESCENTE uses the Games to reinforce its technical credentials with federations and industry decision-makers. The temporary facility follows a playbook other performance brands deploy at major competitions: combining hospitality with product showcases to build relationships beyond consumer-facing marketing.

The timing matters commercially. Alpine skiing attracts significant attention from winter sports federations making equipment decisions for upcoming seasons. DESCENTE’s presence in Cortina puts the brand directly in front of these decision-makers during peak competition visibility.

Archive displays and R&D showcase

The space displays racing suits from DESCENTE’s 90-year archive, illustrating the technical evolution in competitive skiwear. Current racing suits for partner national teams sit alongside products developed at the company’s DISC (DESCENTE INNOVATION STUDIO COMPLEX) OSAKA R&D facility.

A lounge with large screens shows live competition coverage, creating an informal meeting space for athletes and team personnel between events. The setup prioritizes access over scale – at 300 square meters, it targets industry insiders rather than mass consumer engagement.