Musinsa, Shinsegae, LF eye HOKA distribution deal with Deckers

(HOKA)

Deckers Outdoor Corp., a U.S. footwear distributor managing the HOKA brand, has recently terminated its distribution contract with Joyworks & Co. in South Korea, turning the attention to HOKA’s future distribution structure in the country.

According to industry sources on Wednesday, major fashion companies such as Shinsegae International Co., LF Corp., and online fashion platform Musinsa are showing interest in securing HOKA’s domestic distribution rights.

Musinsa, which has officially expressed its intention to form a distribution partnership with HOKA, is reportedly in ongoing communication with Deckers.

“We have proposed a partnership and are trying to arrange meetings,” said a Musinsa official. “Musinsa Trading is already engaged in distributing global brands, and our identity as a company that started as a footwear community is something we believe gives us a competitive edge.”

Earlier, Deckers, HOKA’s U.S.-based parent company, terminated its contracted with Joyworks, which had overseen import and distribution in Korea.

The move followed controversy involving alleged misconduct by a former CEO of Joyworks & Co.

The termination appears to be a risk-mitigation measure to protect the brand from potential damage, sources said.

Founded in 2009, HOKA entered the Korean market in 2018 and has since shown rapid growth alongside the running boom.

Initially popular among enthusiasts, the brand successfully expanded into the mainstream thanks to its thick cushioning, comfortable fit, and distinctive design.

It is now widely regarded as part of the top tier of global sportswear brands alongside Nike, Asics, and Adidas.

According to Deckers, HOKA’s global revenue for fiscal year 2025 reached $2.2 billion, up 23.6 percent from the previous year.