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 surf wear, notably with its "Phantom" boardshorts technology, which leveraged Nike's innovation in performance fabrics. nike buys hurley
: Nike announced it would sell the Hurley brand to Bluestar Alliance LLC for an undisclosed amount. Nike's primary goal was to diversify its portfolio
: Immediate credibility in the California surf and beach lifestyle culture. : Immediate credibility in the California surf and
: 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, Inc. acquired Hurley International for approximately $95 million . At the time, Hurley was generating about $70 million in annual sales.