In the high-stakes world of professional darts, where precision under pressure defines legends, Welsh sensation Gerwyn Price—affectionately known as “The Iceman”—has always thrived on cool-headed comebacks. But last week, even this former world champion found himself on the receiving end of a sneaky low blow: the brazen theft of his prized designer coat right from under his nose. What started as a frustrating night out at a rugby match has snowballed into a nationwide manhunt, fueled by Price’s unorthodox reward scheme that’s as quintessentially British as a rainy afternoon—£200 worth of steaming fish and chips, plus a signed “Iceman” playing shirt for anyone who helps track down the pilfered puffer jacket.
The incident unfolded on a crisp evening in Newport, Wales, where Price, a die-hard supporter of the local Dragons rugby team, had settled in at Potters Bar pub to cheer on his side. Amid the roar of the crowd and the clink of pint glasses, the 40-year-old darts ace hung his black designer coat—a £700 Moncler number that screamed understated luxury—over a chair, only to discover it vanished moments later. “Smelly scruffy old ruff,” Price fumed in his initial Instagram outburst, his trademark icy demeanor cracking just enough to reveal the raw irritation beneath. It wasn’t just the loss of an expensive garment; for Price, this was a violation of trust, a petty crime that struck at the heart of pub camaraderie. As he put it bluntly, “It’s not about the coat—it’s the principle, and they need to be named and shamed.”
Word of the theft spread like wildfire across social media, with Price’s 200,000-plus Instagram followers rallying behind their hometown hero. But the real twist came when a sharp-eared fan stepped forward with a tantalizing lead. Queuing for a taxi outside the stadium with his wife, the witness overheard a couple in hushed tones ahead of them. “You have Gerwyn Price’s coat!” the man allegedly blurted to his companion, before they hopped into a cab bound for Cwmbran, a town just a short drive away. Price wasted no time sharing the screenshot of the message, turning his personal gripe into a collective quest. He even coined a hashtag—#findthecoat—to galvanize the online detective work, transforming what could have been a forgettable mishap into a viral saga of small-town sleuthing.
Enter the reward: a mouthwatering incentive straight from Price’s own entrepreneurial playbook. The bounty hails from Chippy 501, his thriving fish and chip shop in the quaint village of Markham, nestled north of Cardiff. Opened last year after his previous café venture faltered amid sluggish footfall, the takeaway has become more than just a side hustle—it’s a passion project infused with darts flair. The logo alone is a stroke of genius: a cheeky fish impaled by three dart stems, encircled by a bullseye that nods to Price’s precision on the oche. “Anyone who gets the coat back or gives information that leads to getting it back will get £200 worth of food from @chippy501_2024 and a signed Iceman playing shirt,” Price declared in his appeal, blending generosity with a dash of showmanship. It’s the kind of offer that turns strangers into allies, promising crispy batter, fluffy chips, and mushy peas enough to feed a small army—or at least a grateful informant and their mates for a week.
This isn’t Price’s first brush with life’s curveballs, nor his debut in the business arena. The Markytown native, who rose from rugby league ranks to darts stardom, clinched the 2021 PDC World Darts Championship in a triumph that cemented his legacy. Yet, behind the spotlight, he’s a family man with feet firmly on the ground, channeling his competitive spirit into ventures that keep him connected to his roots. The chip shop, in particular, represents a savvy pivot. As he quipped during a tough patch on the tour last year, “Hopefully [my form] will come back. I’ll keep trying as long as I can, but yeah, now the chippy is doing well—you never know, retirement could be sooner rather than later.” Fans have long joked that if Price ever hangs up his darts, he’ll trade the Alexandra Palace stage for the fryer, dishing out 180s in the form of perfectly portioned haddock. The business has already become a local landmark, drawing punters not just for the golden-fried staples but for selfies with the man himself, who occasionally mans the counter in his trademark cap.
The timing of this coat caper couldn’t be more poignant. With the PDC World Darts Championship kicking off on December 15 at London’s Alexandra Palace, Price is gearing up for a blockbuster opener against rising Czech star Adam Gawlas four days later. The event, a glittering spectacle of 180s, nine-darters, and nail-biting walk-ons, draws millions of viewers and fills the venue to its 3,200 capacity. For “The Iceman,” who thrives in the chill of high-pressure moments, resolving this distraction could be the mental reset he needs. He’s no stranger to adversity—earlier in his career, a violent pub attack left him battered but unbroken, fueling his ascent to the top. This theft? Just another hurdle for a man who’s mastered the art of the comeback.
As #findthecoat trends among darts enthusiasts and Welsh rugby faithful alike, the story underscores a timeless truth: in an era of fleeting digital dramas, nothing unites a community quite like a stolen jacket and the promise of free scran. Will the culprits slink back with tails between their legs, or will some Cwmbran local cash in on the bounty? One thing’s certain—Gerwyn Price isn’t one to let a wrong go unchilled. With his coat in the wind and his spirits unbowed, the darts world watches, forks at the ready, for the next sizzling update. If you’re in Markham, keep an eye out; that £200 feast might just land on your plate, served up by a champion who knows the real score isn’t on the board—it’s in the fight for what’s right.
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