Nike Buys Hurley -

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

: 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 buys hurley

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 announced it would sell the Hurley