Nike Buys Hurley May 2026

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 brand to Bluestar Alliance LLC for an undisclosed amount. nike buys hurley

: Immediate credibility in the California surf and beach lifestyle culture. Nike's acquisition of was a major strategic move

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

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

: 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