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Industry sources say major fashion players such as Shinsegae International, E-Land World, and LF are among those interested in securing HOKA’s distribution rights in South Korea.
Deckers, the U.S. fashion and footwear company that owns HOKA, partnered with the small firm Joyworks in 2018, helping the brand gain quick recognition locally. But HOKA’s image suffered after allegations surfaced that Joyworks’ former CEO Jo Seong-hwan assaulted subcontractor employees, and insiders expect Deckers will now favor a more stable, large-scale partner.
HOKA’s product appeal remains undeniable. As South Korea’s running population steadily grows, the running-shoe market is expanding too. The Korea Textile Industry Association estimates the domestic sneaker market at about 4 trillion KRW (approximately 3 billion USD) in 2024, with the running-shoe segment growing to roughly 1 trillion KRW (approximately 750 million USD).
Fashion industry insiders stress that the core issue here is the distributor’s representative, not HOKA as a brand. They say the company’s product strength and growth prospects remain largely intact.
While a direct entry into the South Korean market is possible, most industry observers think it’s unlikely in the short term. The abrupt contract termination means inventory and store operations need immediate attention, and rebuilding staff, organizational structure, and distribution networks would take time. Multiple sources say that, for now, finding a new local partner is the more realistic path.
Shinsegae International is widely seen as the frontrunner. The company already runs Deckers’ UGG brand in South Korea, making a HOKA partnership feel like a natural fit. Shinsegae’s experience with global-brand collaborations, import and distribution know-how, and strong offline retail capabilities are all advantages. Given that Shinsegae previously participated in HOKA distributor selections, many expect the company to watch this situation closely.
E-Land World is also on the shortlist. E-Land has long operated New Balance in South Korea and has deep experience in the running and sports market. With New Balance’s U.S. headquarters planning to establish a Korean subsidiary and pursue direct entry next year, E-Land is likely to move away from full distributor responsibilities and focus more on licensed apparel and selective operations. Industry analysts say this makes it a logical time for E-Land to consider another sports brand to fill the gap after New Balance.
LF is another strong contender. The company has a wide portfolio across outdoor, casual, and footwear categories and has been expanding into performance and lifestyle sports. Some have mentioned Samsung C&T’s fashion division as a possible bidder, but for now that company seems to be keeping its distance as it carefully weighs portfolio synergies and mid- to long-term strategy.
An industry source summed it up: “HOKA has a clear position as a running-specialist brand. Unlike many lifestyle shoe categories that are already mature, HOKA still has significant room to grow.”
