Fila Holdings changes his name.
The South Korean company is renaming Misto Holdings to further consolidate its position as a “Global Brand Portfolio Company”, Fila Holdings said on Wednesday. The change is based on the fact that the name Fila Holdings is closely associated with the Fila sports clothing brand, which led to a limited perception of its broader brand portfolio and its global brand management role.
In addition to Fila, the group of companies manages a diverse portfolio, including premium golf brands such as Titleist, FootJoy, Scotty Cameron, Kjus and Vokey.
With the renaming to Misto Holdings, the company pursues the goal of better reflecting its strategic portfolio orientation and at the same time ensuring that all brands under his roof preserve their independence and distinctive identity.
The name Misto is derived from the Italian word for “harmony”, “mixture” and “diversity” and symbolizes the company’s global brand portfolio.
Misto Holdings will become a global brand portfolio company
In addition, the company explains that the change in the name represent a “renewed vision for future growth”. In the course of this, four central values were defined that serve as guidelines for the future: synergy, empowerment, resistance and responsibility.
These values reflect the company’s commitment to create synergies between its brands, to take new opportunities and to further expand its business activities in the global market.
The new corporate identity is expressed by the slogan “Redefining Boundaries”, which underlines the company’s innovation and growth strategy.
To strengthen the new company orientation, Misto Holdings also introduced a revised official website to serve as a central communication platform. It offers continuous updates and relevant information for customers: inside and stakeholders across different channels.
“Fila Holdings has established itself as a global brand portfolio Company over the years,” said Geun-Chang (Kevin) Yoon, CEO and President of Misto Holdings. “With the renaming to Misto Holdings, we create new growth perspectives. We will explore opportunities to create synergies between our subsidiaries and brands.”
Based on the sports clothing brand Fila, founded in Italy in 1911, Misto Holdings took over the global business of Fila in 2007 and was listed in 2010 as a listed company in South Korea. In 2011 the expansion followed by taking over the Acushnet Holdings Corp., which includes premium golf brands such as Titleist, FootJoy, Scotty Cameron, Kjus and Vokey.
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