Nike Buys Hurley May 2026

: 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 buys hurley

: Nike, Inc. acquired Hurley International for approximately $95 million . At the time, Hurley was generating about $70 million in annual sales. : A platform to enter the action sports

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 acquired Hurley International for approximately $95 million

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