Nike Buys Hurley Apr 2026

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

: 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

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's primary goal was to diversify its portfolio beyond traditional athletic footwear and apparel. By acquiring an established brand like Hurley, Nike gained: : Under Nike, Hurley became a leader in

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

: 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 At the time, Hurley was generating about $70

: Immediate credibility in the California surf and beach lifestyle culture.