Fila Holdings Corp. shareholders approved renaming the company to Misto Holdings in the company’s March 31 general meeting.
Misto Holdings manages a portfolio of brands, including Fila, Titleist, FootJoy, Scotty Cameron, and others; however, the name Fila Holdings was closely associated with the Fila brand, leading to a limited perception of its broader portfolio and global brand management role.
Adopting the Misto Holdings name “better aligns with the company’s strategic portfolio approach while ensuring all brands under its umbrella retain their independence and unique identities.”
The company identified in a media release that the word “Misto” is “derived from the Italian word for ‘harmony,’ ‘blend’ and ‘diversity,’ which symbolizes the company’s global brand portfolio” and “it represents a renewed vision for future growth.”
To reinforce this transformation, the company has introduced four core values to guide its operations: Synergetic, Empowering, Resilient, and Responsible. “These values reflect Misto Holdings’ commitment to creating synergies between brands, embracing new opportunities and expanding the company’s business scope in the global marketplace.”
The company reported that it new corporate identity “is captured in its slogan ‘Redefining Boundaries,’ signaling its focus on innovation and growth across its portfolio.”
Misto Holdings has launched a revamped official website at mistoholdings.com to align with its corporate rebranding. The updated website will serve as a key communication platform, providing ongoing updates and relevant information to customers and stakeholders through various channels.
Geun-Chang (Kevin) Yoon, CEO and president of Misto Holdings, stated, “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.”
