Misto Holdings manages a diverse range of brands, including FILA, Titleist, FootJoy, Scotty Cameron, and many others. However, the name FILA Holdings was closely associated with the FILA brand, leading to a limited perception of its broader portfolio and global brand management role.
The adoption of the Misto Holdings name better aligns with the company’s strategic portfolio approach while ensuring that all brands under its umbrella retain their independence and unique identities. The name Misto, derived from the Italian word for “harmony,” “blend,” and “diversity,” symbolizes the company's global brand portfolio.
Misto Holdings' transformation is more than a name change, it represents a renewed vision for future growth. To reinforce this transformation, the company has introduced four core values to guide its operations: Synergetic Empowering Resilient Responsible
These values reflect Misto Holdings' commitment to creating synergies between brands, embracing new opportunities, and expanding its business scope 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 corporate transformation, Misto Holdings has launched a 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.”
ALCHEMPro News Desk (RM)
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