- FILA Holdings renames itself Misto Holdings to expand its portfolio and strengthen its identity as a global brand portfolio company 

- The name Misto, meaning "harmony," "blend," or "diversity" in Italian, reflects the company’s focus on connecting diverse possibilities and fostering creative change while maintaining the unique identities of its brands

- The company also introduced a new logo, corporate identity, and the slogan "Redefining Boundaries", along with four core values

- Misto Holdings has launched a redesigned official website and will continue providing updates through various channels 

FILA Holdings announced today that its shareholders approved the decision to change the company name to Misto Holdings during the general meeting held on March 31. This name change marks a significant milestone in the company’s journey to solidify its identity as a global brand portfolio company, expanding beyond the limitations of a single brand image. 

Misto Holdings has been expanding its portfolio by managing a diverse range of brands, including the iconic sports brand FILA, Acushnet’s subsidiaries such as Titleist and FootJoy, and brand licensing and distribution in Greater China. However, the name FILA Holdings was too closely tied to the FILA brand, leading to a perception that the company’s broader portfolio and its role as a global brand manager weren’t fully conveyed to external audiences. 

In response to this feedback, Misto Holdings has opted for a name change to better reflect its strategic portfolio approach, embracing all its subsidiary brands. Despite the name change, all brands under Misto Holdings, including FILA, will continue to operate independently, maintaining their unique identities. 

The new name Misto, derived from the Italian word for "harmony," "blend," or "diversity," reflects the company’s commitment to connecting diverse possibilities and driving creative change. This transformation signifies more than just a new name; it represents a renewed vision for the future. 

Along with the name change, Misto Holdings has introduced four core values that will guide its operations: ▲Synergetic ▲Empowering ▲Resilient ▲Responsible 

These values reflect Misto Holdings' commitment to creating synergies between brands, embracing new opportunities, and redefining boundaries in the global marketplace. The company's new corporate identity is captured in its slogan "Redefining Boundaries", signaling its focus on innovation and growth across its portfolio. 

To align with its rebranding, Misto Holdings has also developed a new corporate color and logo. The logo features a dynamic design, combining the fluidity of curves with the sharpness of angular forms, symbolizing the company’s leadership in driving innovation and connecting brands. The bold red color further reinforces Misto’s role as a holding company that leads connections and innovation across its brands. 

In addition to the name change and new corporate identity, Misto Holdings has launched a newly revamped official website at www.mistoholdings.com. The updated website will serve as a key communication platform, providing ongoing updates and relevant information through various channels to customers and stakeholders. 

Geun-Chang (Kevin) Yoon, CEO and President of Misto Holdings, stated, “FILA Holdings has solidified its identity as a global brand portfolio company over the years. Now, by changing our name to Misto Holdings, we are opening up new possibilities for growth. We will explore opportunities for synergies among our subsidiaries and brands, moving beyond the limitations of a single brand to become a leading global fashion holding company.”