Business
FILA Holdings Renamed to Misto Holdings to Align with Global Brand Portfolio Goals
FILA Holdings Corp. (KRX: 081660) has officially announced its name change to Misto Holdings, following approval from shareholders at the general meeting held on March 31. The rebranding is part of the company’s strategy to strengthen its position as a global brand portfolio company, broadening its scope beyond its flagship FILA brand.
Previously known as FILA Holdings, the company’s name was closely linked to the FILA brand, which led to a limited perception of its broader portfolio. Misto Holdings now aims to more accurately reflect its diverse range of brands, which includes well-known names like Titleist, FootJoy, and Scotty Cameron, among others. The new name, Misto, is derived from the Italian word for “harmony,” “blend,” and “diversity,” symbolizing the company’s diverse and global brand portfolio.
The transformation to Misto Holdings is more than just a name change; it marks a renewed vision for the company’s growth and global presence. To guide this transformation, Misto Holdings has introduced four core values: Synergetic, Empowering, Resilient, and Responsible. These values represent the company’s commitment to creating synergies among its brands, embracing new opportunities, and expanding its influence in the global market.
The company’s new corporate identity is embodied in its slogan, “Redefining Boundaries”, which underscores Misto Holdings’ focus on innovation, growth, and global expansion across its diverse brand portfolio.
As part of the corporate transformation, Misto Holdings has launched a new official website. The updated site serves as a key communication tool, providing regular updates and essential information to customers, stakeholders, and partners.
CEO and President of Misto Holdings, Geun-Chang (Kevin) Yoon, commented on the change, stating, “FILA Holdings has solidified its identity as a global brand portfolio company over the years. Now, by changing our name to Misto Holdings, we are opening up new possibilities for growth. We will explore opportunities for synergies among our subsidiaries and brands.”
