Diadora has signed a new distribution contract with JD Sports Fashion for the distribution of its products in the U.K., where it has not been selling for five years, as it aims to re-enter the British market where it was very strong once. Two other Italian sports brands, Lotto and Fila, are currently marketed in the U.K. directly through retailers. Lotto has been working with JJB Sports, and Fila with JD Sports Fashion.

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