Adoption of 'Misto,' Italian for Harmony and Diversity
Moving Beyond a Single Brand Image
Corporate Colors and Logo Also Changed
Fila Holdings has changed its company name to 'Misto Holdings'.
Fila Holdings announced on the 1st that it resolved to change its company name to 'Misto Holdings' at the regular shareholders' meeting held on the 31st of last month. Through this name change, Misto Holdings plans to strengthen its identity as a global brand portfolio company, moving away from a single brand image.
Misto is an Italian word meaning 'harmony' and 'diversity.' The company explained that it embodies the will to connect various possibilities and lead change in new and creative ways.
Fila Holdings has expanded its portfolio by operating various brands, including the sports brand 'Fila' and American golf subsidiary Acushnet's brands such as 'Titleist' and 'FootJoy.' However, there were many opinions that the company name Fila Holdings was directly associated with the Fila brand and did not sufficiently convey its identity as a portfolio company to the outside.
Reflecting this, the company proceeded with the name change. Regardless of the name change, all brands under Misto Holdings, including Fila, will continue to operate independently as before.
Misto Holdings also developed new corporate colors and a logo to match the name change. The logo is a horizontal wordmark that harmonizes flexibility and sharpness, symbolizing continuous growth beyond existing boundaries. The intense red color represents the company's dynamic energy and its pursuit of constant innovation.
Yoon Geun-chang, CEO of Misto Holdings, said, "Fila Holdings, which has solidified its identity as a global brand portfolio company by operating various brands, has changed its corporate name to Misto Holdings to pioneer new possibilities. Along with the name change, we will seek growth opportunities among Misto Holdings' affiliates and brands to become a leading global fashion holding company that transcends the limits of a single brand."
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