Nike Signs Deal to Sell Hurley Brand to Bluestar Alliance - WWD
On , Nike announced it had reached a definitive agreement to sell Hurley to Bluestar Alliance LLC , a brand management and licensing firm. The deal was finalized in December 2019 for an undisclosed amount, though some reports estimated the original 2002 purchase price was around $95 million. did nike buy hurley
: In 2012, Nike consolidated its own "Nike 6.0" surf team into Hurley, effectively making Hurley its sole representative in the surf industry. Nike Signs Deal to Sell Hurley Brand to
Nike's primary motivation was to gain an immediate and authentic foothold in the "action sports" market—specifically surfing, skating, and snowboarding—where it had previously struggled to compete. By acquiring Hurley, Nike gained instant credibility within the Southern California youth lifestyle culture. Life Under Nike Ownership Nike's primary motivation was to gain an immediate
For 17 years, Hurley operated as a wholly-owned subsidiary of Nike. During this period, the brand benefited from Nike's massive global infrastructure, which helped it expand internationally. Key milestones during this era included: