Nike decided to sell the brand to focus on its "Consumer Direct Offense" strategy, which prioritizes direct-to-consumer sales and investment in its core Nike brand.
Nike purchased Hurley International from founder Bob Hurley. At the time, the brand was generating about $70 million in annual sales. did nike buy hurley
Under Nike, Hurley benefited from advanced Nike technologies, such as the development of the Phantom boardshorts using Nike's high-performance materials. Nike decided to sell the brand to focus
However, Nike officially sold Hurley to the brand management firm in December 2019 . Key Details of the Ownership History Hurley benefited from advanced Nike technologies