South Korean fashion and lifestyle platform Musinsa has reportedly entered discussions to secure local distribution rights for performance footwear brand Hoka. 

According to local sources, Musinsa is in talks with Deckers Outdoor Corporation, Hoka’s US-based owner, regarding a potential arrangement under which Musinsa would manage the brand’s import and distribution in South Korea.

Other major fashion groups, including Shinsegae International and LF Corp, are also said to be considering bids, highlighting strong competition for the brand’s domestic distribution rights.

Hoka’s Korea distribution has come under scrutiny after Joyworks & Co, its current local partner, faced public backlash linked to alleged misconduct by its CEO. 

Deckers has not publicly announced any termination or change to its existing distribution arrangement, but the situation has prompted speculation that the company may be reviewing its local strategy.

Hoka has seen growing demand in South Korea amid increased participation in running and outdoor activities, with its footwear gaining popularity among both performance-focused consumers and lifestyle shoppers.

Musinsa’s interest in the brand aligns with its broader expansion strategy. The company entered the Chinese market last year through a joint venture with Anta Sports, forming Musinsa China to support growth across online and offline retail channels.