FILA Holdings announced on the 1st that it approved a proposal to change its name to Misto Holdings during a shareholders' meeting on the 31st of last month.
Misto Holdings plans to strengthen its identity as a global brand portfolio corporation by moving away from its previous single brand image through this name change.
In the meantime, Misto Holdings has been operating various brands, including the sports brand FILA, along with Acushnet's sub-brands Titleist and FootJoy in the United States, and has been expanding its portfolio through its Chinese subsidiary responsible for the Greater China region.
However, there were many opinions that the name FILA Holdings was directly connected to the FILA brand, which did not sufficiently convey its identity as a global brand portfolio corporation to the outside.
Misto Holdings stated that it undertook the name change to reflect these external perspectives and demands, aiming for strategic portfolio management that encompasses all of its subsidiaries and brands. Regardless of the name change, all brands under Misto Holdings, including FILA, will continue to operate independently as before.
The new name Misto means 'harmony' and 'diversity' in Italian, embodying the will to connect diverse possibilities and lead changes in new and creative ways.
Misto Holdings has also developed a new corporate color and logo to match the name change. The logo is a horizontal wordmark that harmonizes flexibility and sharpness, symbolizing continuous growth beyond existing boundaries. It embodies the corporation's dynamic energy and pursuit of constant innovation through a strong red color.
Yoon Geun-chang, CEO of Misto Holdings, noted, 'FILA Holdings has firmly established its identity as a global brand portfolio corporation by operating various brands, and it has changed its corporate name to Misto Holdings to explore new possibilities.' He added, 'With this name change, Misto Holdings will seek growth opportunities among its subsidiaries and brands to transcend the limitations of a single brand and become a leading global fashion holding company.'