Nike Buys Hurley Guide

: A platform to enter the action sports segment (surf, skate, snow) where it previously had little presence.

: 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. : A platform to enter the action sports

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

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

: Under Nike, Hurley became a leader in surf wear, notably with its "Phantom" boardshorts technology, which leveraged Nike's innovation in performance fabrics.