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Source = Fila Holdings |
[Alpha Biz= Paul Lee] Fila Holdings has announced a corporate name change to better reflect its identity as a global brand portfolio company, overseeing not only Fila but also brands like Titleist and FootJoy.
On March 31, during a shareholder meeting, the company approved the decision to rename itself Misto Holdings, the company stated on Tuesday. The new name, "Misto," is derived from the Italian word for "harmony" and "diversity," symbolizing the company's commitment to connecting possibilities and driving innovative change.
With this rebranding, Misto Holdings aims to move beyond its perception as a single-brand entity and reinforce its position as a global portfolio company.
Previously, Fila Holdings managed a diverse range of brands, including the sportswear label Fila, U.S. golf subsidiary Acushnet’s brands such as Titleist and FootJoy, and various businesses in the Greater China region. However, the former name closely tied the company to the Fila brand, making it difficult to fully communicate its broader corporate identity.
To address this, the company decided to adopt a new name that encompasses all its subsidiaries and brands under a strategic portfolio approach. Despite the rebranding, all brands under Misto Holdings—including Fila—will continue to operate independently as before.
Misto Holdings has also introduced a new corporate color scheme and logo to align with its new identity, along with a revamped official website.
Alphabiz Reporter Paul Lee(hoondork1977@alphabiz.co.kr)
