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[Seoul=Newsis] Reporter Lee Hyewon: Fila Holdings announced on the 1st that it will change its corporate name to Misto Holdings.
The rebrand is intended to move the company beyond a single-brand image and reinforce its identity as a global brand-portfolio company.
Fila Holdings has expanded its portfolio by managing the sports label Fila, Acushnet’s golf brands such as Titleist and FootJoy, and through a China-based unit that oversees its Greater China operations.
But many felt the name “Fila Holdings” tied the company too closely to the Fila label and didn’t clearly reflect its role as a global brand-portfolio firm.
Misto Holdings said it adopted the new name to reflect those external perceptions and to pursue a strategic portfolio approach that covers all its subsidiaries and brands.
Despite the name change, all brands under Misto Holdings—including Fila—will continue to operate independently, as before.
The new name, Misto, comes from the Italian word for harmony and diversity. The company said the name expresses its intent to link diverse possibilities and spark change in fresh, creative ways.
Yoon Geunchang, CEO of Misto Holdings, said, “Having strengthened our identity as a global brand-portfolio company through the operation of diverse brands, Fila Holdings is renaming itself Misto Holdings to pioneer new possibilities. With this change, we will seek growth opportunities across our affiliates and brands and evolve into a leading global fashion holding company that transcends the limits of a single brand.”
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