Global running shoe brand HOKA will have a new distributor in South Korea, as Deckers, the American company that owns HOKA, has officially appointed E-Land as its new distribution partner in the country.
However, the existing distributor, Joyworks, has been contesting the termination of its contract with Deckers, leading to international arbitration. The resolution of this dispute over domestic distribution rights is being closely watched.
On August 20, E-Land Group announced that Deckers has officially selected it as the new distributor for the HOKA brand in South Korea.
In a formal statement, Deckers said, "We are pleased to announce E-Land as the new distributor for the HOKA brand in South Korea. We look forward to a partnership that will enable HOKA to continue its growth in the Korean market and will strive to provide authentic service to Korean consumers."
E-Land emerged as the final choice in the competition for HOKA's domestic distribution rights, which has been ongoing since early this year. The company had been consistently mentioned as a strong candidate alongside Musinsa, Shinsegae International, and LF.
E-Land's experience in growing global sports brands into major players in the domestic market is seen as a significant advantage. The company has operated New Balance's domestic business since 2008 and achieved over 1 trillion won in sales for New Balance in 2024.
Industry attention is now focused on the dispute between Joyworks and Deckers.
Deckers notified Joyworks of the termination of their distribution contract shortly after the revelation of an assault incident involving former Joyworks CEO Cho Sung-hwan in January. In response, Joyworks filed for arbitration with the International Centre for Dispute Resolution (ICDR) under the American Arbitration Association (AAA).
During a press conference on August 10, Cho claimed that the assault incident was part of a scheme to take away HOKA's distribution rights.
In contrast, Deckers has made its intention clear by naming E-Land as the new distributor in its official statement.
Looking ahead, key issues will include the actual start date of E-Land's operations, the management of existing inventory, stores, and distribution networks held by Joyworks, and the outcome of the international arbitration process.
E-Land Group stated, "We will announce specific business plans and details related to HOKA distribution once discussions between the two companies are completed."
* This article has been translated by AI.
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