Dutch action sports brand Protest Sportswear has appointed Diadema Distribution as its agency partner for Italy, ending a 10-year distribution relationship with Option Sports. Protest said the change moves the market from a wholesale distribution set-up to an agency model, which it expects will give it closer control of sales in Italy.
Scope of the deal
Diadema will represent Protest in Italy with immediate effect, covering the brand’s seasonal summer and winter ranges as well as its “Urban Outdoor” line. Diadema will also represent 8848 Altitude, the Swedish ski and outdoor brand whose rights were acquired by Protest’s parent company, Dekker Olifanta B.V., in late 2025. “While we have had a very strong partnership with Option Sports over the past years, it was time to take the next step,” said Wesley van Wijnbergen, managing director of Protest Sportswear.
Order fulfilment during the handover
Protest said Option Sports will continue to deliver pre-orders already placed for Spring/Summer 2026 and Autumn/Winter 2026/27. Diadema Distribution will take over re-orders for those seasons and will start the sales campaign for the Spring/Summer 2027 collection.
Company notes
- Protest Sportswear was founded in 1993 in the Netherlands and sells action sports and outdoor-inspired apparel across multiple markets.
- Diadema Distribution is an Italy-based agency specialising in sports apparel and accessories and represents brands including Goldbergh and Dale of Norway.
