Hoka taps E.Land World as new South Korea distributor

E.Land World has been selected as the new domestic distributor for global sports brand Hoka.

Deckers APAC, the Asia-Pacific arm of Deckers Outdoor, which operates Hoka, said Thursday in an official statement that it looks forward to Hoka's continued growth in the South Korean market through its partnership with E.Land, adding that it will "do its best to provide authentic service to Korean consumers."

With E.Land World now on board as the new distributor, attention is turning to how Hoka will develop its domestic business going forward. The brand has been riding a global running boom. Hoka's fiscal year 2025 global sales reached $2.23 billion, a 23.6 percent increase from the prior year, according to Deckers.

E.Land World had been seeking alternatives to its domestic business ahead of New Balance's direct entry into the South Korean market, and has now secured Hoka as a new growth driver. With fashion business experience, a nationwide retail network and brand management expertise, the company is expected to move quickly on domestic market expansion. E.Land said it plans to announce an official position and further details "as soon as negotiations are finalized."

However, an ongoing international arbitration between Deckers and former distributor Joyworks remains a complicating factor. The dispute erupted after Deckers terminated its contract with Joyworks following an assault incident last year involving Cho Sung-hwan, the former head of Joyworks, who allegedly attacked an employee of a rival company. Joyworks said it received a second emergency order from the International Centre for Dispute Resolution in June, directing it to maintain its domestic distribution rights until a final arbitration ruling is issued.

Meanwhile, Cho held a press conference Aug. 10 to address the assault incident that triggered the contract termination, claiming it was "a staged operation to seize the Hoka distribution rights."