: Nike announced it would sell the Hurley brand to Bluestar Alliance LLC for an undisclosed amount.
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 nike buys hurley
: 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 announced it would sell the Hurley
: 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:
: A platform to enter the action sports segment (surf, skate, snow) where it previously had little presence.
: 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