FILA Holdings Corp said Tuesday that its shareholders have approved renaming the company to Misto Holdings. With this change, it “aims to further solidify its position as a global brand portfolio company”.
The thinking behind the change is clear — the company manages a diverse range of brands, including FILA, Titleist, FootJoy, Scotty Cameron, and many 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,” it explained.
It believes calling itself Misto Holdings “better aligns with the company’s strategic portfolio approach while ensuring that all brands under its umbrella retain their independence and unique identities”.
Why Misto? The name is “derived from the Italian word for ‘harmony’, ‘blend’, and ‘diversity’ [and] symbolises the company’s global brand portfolio”.
But it added that the change goes beyond the name with “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 its “commitment to creating synergies between brands, embracing new opportunities, and expanding its business scope in the global marketplace”.
The company’s new corporate identity is also captured in its slogan ‘Redefining Boundaries’, “signalling its focus on innovation and growth across its portfolio”.
It has launched a revamped official website at www.mistoholdings.com, which will “serve as a key communication platform, providing ongoing updates and relevant information through various channels to customers and stakeholders”.
And company CEO Geun-Chang (Kevin) Yoon said it’s “opening up new possibilities for growth. We will explore opportunities for synergies among our subsidiaries and brands”.
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