Under Nike, Hurley benefited from advanced Nike technologies, such as the development of the Phantom boardshorts using Nike's high-performance materials.
Nike decided to sell the brand to focus on its "Consumer Direct Offense" strategy, which prioritizes direct-to-consumer sales and investment in its core Nike brand. did nike buy hurley
However, Nike officially sold Hurley to the brand management firm in December 2019 . Key Details of the Ownership History Key Details of the Ownership History Yes, but
Yes, but no longer does. Nike acquired the surfwear brand in 2002 for approximately $95 million to gain a foothold in the surf, skate, and snowboard markets. NIKE, Inc
Bluestar Alliance LLC now manages Hurley's global operations and licensing. NIKE, Inc. Announces Sale of Hurley to Bluestar Alliance
Nike purchased Hurley International from founder Bob Hurley. At the time, the brand was generating about $70 million in annual sales.