: Under Nike, Hurley became a leader in surf wear, notably with its "Phantom" boardshorts technology, which leveraged Nike's innovation in performance fabrics.
Nike's acquisition of was a major strategic move to expand into the "action sports" market, specifically surfing, skating, and snowboarding. While Nike owned the brand for 17 years, it eventually divested it to focus on its own direct-to-consumer growth. Key Timeline of the Acquisition & Sale nike buys hurley
: Nike, Inc. acquired Hurley International for approximately $95 million . At the time, Hurley was generating about $70 million in annual sales. : Under Nike, Hurley became a leader in
Nike's primary goal was to diversify its portfolio beyond traditional athletic footwear and apparel. By acquiring an established brand like Hurley, Nike gained: Key Timeline of the Acquisition & Sale : Nike, Inc
: 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.