Nike Buys Hurley May 2026

: 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 nike buys hurley

: Under Nike, Hurley became a leader in surf wear, notably with its "Phantom" boardshorts technology, which leveraged Nike's innovation in performance fabrics. : A platform to enter the action sports

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

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

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