FILA Holdings rebrands as Misto Holdings

FILA Holdings has officially changed its name to Misto Holdings, aiming to strengthen its position as a global brand portfolio company, the company announced Tuesday.

The change was approved at a shareholders' meeting the previous day.

The name FILA Holdings had been closely associated with the FILA brand, limiting perceptions of the company’s broader portfolio, which includes FILA, Titleist, FootJoy, Scotty Cameron and others, as well as its role in global brand management, the company said.

The new name better reflects the company’s strategic approach to managing its diverse portfolio while ensuring that each brand retains its independence and unique identity. "Misto," derived from the Italian words for “harmony,” “blend” and “diversity,” symbolizes the company’s global brand portfolio.

The name change represents more than just a rebranding; it signals a renewed vision for growth. To support this transformation, the company introduced four core values: synergy, empowerment, resilience and responsibility. The values reflect Misto Holdings' commitment to fostering synergy between brands, seizing new opportunities and expanding its global presence.

The company’s new corporate identity is captured in the slogan "Redefining Boundaries," highlighting its focus on innovation and growth across its portfolio.

“FILA Holdings has established itself as a global brand portfolio company. By changing our name to Misto Holdings, we are opening new possibilities for growth and exploring synergy among our subsidiaries and brands,” said Yoon Geun-chang, CEO and president of Misto Holdings.