Nike Buys Hurley Apr 2026

: 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

: The ability to apply Nike's fabric technologies to surf products, resulting in award-winning gear like the Hurley Phantom line. Reason for the Divestiture nike buys hurley

By 2019, Nike shifts its strategy toward the . The company decided to focus resources on its primary brands— Nike and Jordan —where it saw higher growth potential through direct-to-consumer digital channels. NIKE, Inc. Announces Sale of Hurley to Bluestar Alliance : The sale was completed, marking Nike's exit

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