Leading Italian fashion firm Benetton SpA on Monday dismissed reports that claimed it has decided to sell its sports equipment brands that include Killer Loop, Nordica, Prince and Rollerblade. The company issued the statement in response to claims in the Il Sole 24 Ore newspaper at the weekend but did reaffirm its desire to cut losses on its sports brands to 14.4 million euros this year from 48 million euros in 2001.