Did Nike Buy Hurley May 2026

Bluestar Alliance LLC now manages Hurley's global operations and licensing. NIKE, Inc. Announces Sale of Hurley to Bluestar Alliance

Yes, but no longer does. Nike acquired the surfwear brand in 2002 for approximately $95 million to gain a foothold in the surf, skate, and snowboard markets. did nike buy hurley

Nike decided to sell the brand to focus on its "Consumer Direct Offense" strategy, which prioritizes direct-to-consumer sales and investment in its core Nike brand. Bluestar Alliance LLC now manages Hurley's global operations

Nike purchased Hurley International from founder Bob Hurley. At the time, the brand was generating about $70 million in annual sales. Hurley benefited from advanced Nike technologies

Under Nike, Hurley benefited from advanced Nike technologies, such as the development of the Phantom boardshorts using Nike's high-performance materials.