Brands are now taking direct action in the outdoor market. Moving away from a distribution partner-centric structure, the trend of "direct entry and partner restructuring," where brands directly operate the market, is emerging as a key keyword in the outdoor industry. Since the COVID-19 pandemic, the outdoors has become a part of daily life. As hiking, running, and trekking have established themselves as lifestyles for the MZ generation, outdoor brands are rapidly expanding beyond mere functionality to become premium lifestyle brands. Arc'teryx chose "direct entry." It terminated its existing distribution structure and transitioned to a strategy of directly operating the Korean market, integrating and managing everything from brand experience and stores to pricing and marketing. The restructuring of distribution structures by global outdoor brands...