: 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 brand to Bluestar Alliance LLC for an undisclosed amount.
: 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
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'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