Nike Buys Hurley (Ad-Free)

: Nike, Inc. acquired Hurley International for approximately $95 million . At the time, Hurley was generating about $70 million in annual sales.

: Nike announced it would sell the Hurley brand to Bluestar Alliance LLC for an undisclosed amount. nike buys 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 : Nike, Inc

: Under Nike, Hurley became a leader in surf wear, notably with its "Phantom" boardshorts technology, which leveraged Nike's innovation in performance fabrics. : Nike announced it would sell the 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:

: A platform to enter the action sports segment (surf, skate, snow) where it previously had little presence.