"E-Land Secures Hoka Amid 'Second Round' Heat in Running Shoes: 'Raised New Balance to 1 Trillion, But Now What?... This Is What Today's Runners Wear'"

E-Land Secures 100 Billion-Won Hoka as New Partner as New Balance Goes Direct

Asics, On, and Salomon Surge... Nike and Adidas' Dominance Challenged

Market Share War Heats Up Over 10 Million Runners

The "second round" has begun in the domestic running shoe market. After the first phase, during which the rapid growth in the running population expanded the size of the market itself, global brands are now engaged in an all-out battle for market share to dominate this enlarged sector. As New Balance launches its direct business operations in Korea, E-Land has secured Hoka—an explosively growing brand—as its new partner, signaling a major shake-up in the running shoe market landscape.

Running Crew. Getty Imagebank

According to industry sources on August 21, Deckers, the U.S. company that owns Hoka, has selected E-Land as its new domestic distribution partner for the brand. Both parties are currently discussing detailed business plans, including the launch date and distribution methods.

This means E-Land has secured a counterbalance to fill any potential gap left by New Balance’s decision to launch direct operations. Since 2008, E-Land had overseen New Balance’s business in Korea, growing it into a brand with annual sales of approximately KRW 1 trillion. However, as New Balance began to expand direct operations centered around its Korean subsidiary, a transformation in their business relationship became inevitable. In this context, by securing Hoka—whose domestic sales have surpassed KRW 100 billion—as a new partner, E-Land has positioned itself for the next growth phase in its sports business.

Notably, E-Land brings extensive experience in sports brand distribution and marketing, as well as a nationwide sales network, from its long-term operation of New Balance. If Hoka, which has rapidly grown among running enthusiasts, leverages E-Land’s distribution network, it could become a more mainstream brand. As New Balance strengthens its leadership in Korea through direct operations and E-Land pursues the running market with Hoka at the forefront, a new competitive structure is emerging.

Hoka Homepage Capture

Market Expansion Triggers a 'Share War'... The Warring States Era of Running Shoes

These shifts indicate that the domestic running shoe market has evolved past its growth phase and has now entered a full-fledged competition for market share. Only a few years ago, running shoes were seen as just one of many product lines for general sports brands such as Nike and Adidas. Today, brands with a clear running identity—like Hoka, On, and Salomon—are cultivating distinct consumer bases and fiercely vying for market dominance.

The nature of competition is also changing, shifting from collectively expanding the size of the market to attracting runners away from rival brands. As the market becomes more segmented—from entry-level running shoes to high-functionality models priced in the 200,000–300,000 KRW range and carbon-plated racing shoes—consumers now compare cushioning, stability, weight, and fit to guide their choices. In effect, global brands are battling over technology and brand loyalty for every single pair of running shoes.

This change is also highly visible in performance figures. Joyworks, which has distributed Hoka in Korea, saw its sales grow from KRW 24.9 billion in 2022 to over KRW 100 billion last year. Fueled by the running craze, New Balance reported sales of KRW 1.2 trillion last year—an increase of around 20% from the previous year. Asics Korea’s sales climbed from KRW 143.7 billion to KRW 186.5 billion, a nearly 30% jump, while its operating profit rose by more than 40% to around KRW 34.3 billion.

E-Land New Balance, Running Shoe SC Rebel Photo Shoot. E-Land

Hoka, On, and Salomon Surge... Nike and Adidas Defend Their Turf

Beyond Hoka, the rapid gains of On and Salomon are further accelerating changes in the market landscape. The Swiss brand On is growing rapidly worldwide with its distinctive “Cloud” cushioning, and in Korea, it’s expanding its presence through running specialty shops and department stores. Salomon, renowned for trail running, is broadening its consumer base beyond mountain and outdoor enthusiasts to urban runners and everyday wearers. As more consumers prioritize both running performance and fashion, the lines between specialized running brands and outdoor brands are becoming increasingly blurred.

Dominant players like Nike and Adidas, meanwhile, cannot afford to cede lead in the running market. In particular, fierce technological competition is underway in the high-priced racing shoe segment, with brands touting carbon plates and ultra-light midsoles. Not only experienced runners aiming to set new records, but also beginners are now seeking performance products, making “running performance” once again the crucial battleground among major sports brands.

The intensifying focus on running reflects the swift expansion of its consumer base. The industry estimates that there are now approximately 10 million runners in Korea. With more marathons and the proliferation of running crews across cities, running has evolved from a pastime for a niche group into a popular leisure activity. The domestic running shoe market is also estimated by the industry at over KRW 1 trillion.

On Light Spray CloudBoom Strike 2 product image. On Running

One Pair of Running Shoes Leads to Apparel and Gear... Fierce Competition to Win Runners

Running shoes are attracting attention from sports companies as a gateway product that leads to additional purchases of apparel and gear. Many consumers who buy running shoes go on to buy running apparel, socks, hats, and bags. Preferences depend on factors like width, cushioning, stability, and fit, and runners tend to repeatedly purchase higher-tier or successor models from brands that suit them. Securing a single runner can therefore lead to long-term revenue streams.

The competitive arena is also expanding from retail stores to actual running locations. Companies not only sponsor marathons and operate their own running crews, but also frequently hold product trial and time-recording events. Getting consumers to physically try their products by running in them has become a key marketing strategy, sometimes more important than traditional advertising. In major commercial areas, running specialty stores that combine retail and hands-on experience are on the rise.

Industry insiders note that while the rapidly growing market once allowed many brands to expand together, competition will inevitably become fiercer as growth slows. The battle is now truly on to not only win new runners, but to capture the existing customers of rival brands as well.

An industry representative commented, “In the past, overall brand awareness of general sports brands was the most important competitive edge, but now consumers are gravitating toward brands renowned for technology in specific areas such as cushioning, stability, or racing. Since customers acquired through running shoes often go on to purchase apparel and gear, the global sports brands will face ever more intense competition.”

This content was produced with the assistance of AI translation services.