HOKA Distributor CEO Resigns After Assault Allegations Against Subcontractor Workers
Creatrip Team
2 months ago
The CEO of Joyworks & Co., the South Korean distributor for running-shoe brand HOKA, has resigned after reports that he summoned subcontractor representatives and employees to a building in Seongsu-dong, Seoul, where he verbally abused and physically assaulted some workers. In a public apology, he admitted full responsibility, called his actions inexcusable, and said he would step down to spare staff and partner companies further harm. The incident has sparked public outrage and a consumer boycott movement that threatens the brand’s image in Korea. HOKA, a French-born running shoe brand known for its thick midsoles and strong cushioning that gained popularity during the running boom, was distributed in Korea by Joyworks & Co., which had enjoyed rapid sales growth until the controversy emerged.
