E-Land Group has been selected by Deckers Brands’ Asia-Pacific arm as HOKA’s new distributor in South Korea, giving the sportswear operator a new growth platform as New Balance prepares for direct market entry next year. The appointment follows Deckers’ termination of Joyworks & Co.’s exclusive distribution contract after an assault by Joyworks’ former CEO, Cho Sung-hwan, came to light in January. Joyworks challenged the termination through U.S. arbitration and sought injunctions, creating a months-long legal dispute over the Korean distribution rights. Deckers’ selection of E-Land appears to settle the distribution question, although the broader dispute and its effect on the rollout remain relevant. E-Land, which has operated New Balance’s Korean distribution and licensing business since 2008, said it is discussing detailed HOKA plans with Deckers and will announce its position later. Its New Balance licensing partnership runs through 2030, but New Balance’s Korean subsidiary is preparing to assume key operations, including the official online store next year.