Diadora has divided its distribution in the Nordic region. A Norwegian company, Wenaas, will now only be the distributor of the Italian company's performance footwear range for running, cycling, tennis and football. Selected Brands, the big Swedish distributor based in Gothenburg, will take care of Diadora's lifestyle segments throughout the Nordic countries as well as the Baltics. With the popularity of surfwear reportedly rising in the Nordic countries, Rip Curl has decided to find a new partner for its distribution in Sweden. The choice fell on Danish Playground distribution and it was not surprising as Playground's country manager for Sweden and Norway, Fredrick Lundgren, was previously country manager at Rip Curl in Sweden. Playground's brand portfolio includes Skullcandy, Sony action cameras, Withings, Goal Zero and Hyperice.

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