Nike - Buys Hurley

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

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 nike buys hurley

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 announced it would sell the Hurley

: A platform to enter the action sports segment (surf, skate, snow) where it previously had little presence. Key Timeline of the Acquisition & Sale By

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