: Nike announced it would sell the Hurley brand to Bluestar Alliance LLC for an undisclosed amount.
: Immediate credibility in the California surf and beach lifestyle culture.
: Nike, Inc. acquired Hurley International for approximately $95 million . At the time, Hurley was generating about $70 million in annual sales. nike buys hurley
: The sale was completed, marking Nike's exit from the surf-specific apparel market to prioritize its core categories and direct digital sales. Why Nike Bought Hurley
Nike's primary goal was to diversify its portfolio beyond traditional athletic footwear and apparel. By acquiring an established brand like Hurley, Nike gained: : Nike announced it would sell the Hurley
By 2019, Nike shifts its strategy toward the . The company decided to focus resources on its primary brands— Nike and Jordan —where it saw higher growth potential through direct-to-consumer digital channels. NIKE, Inc. Announces Sale of Hurley to Bluestar Alliance
: A platform to enter the action sports segment (surf, skate, snow) where it previously had little presence. acquired Hurley International for approximately $95 million
: Under Nike, Hurley became a leader in surf wear, notably with its "Phantom" boardshorts technology, which leveraged Nike's innovation in performance fabrics.