Nike Buys Hurley -

: A platform to enter the action sports segment (surf, skate, snow) where it previously had little presence.

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

: 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 : A platform to enter the action sports

: Nike, Inc. acquired Hurley International for approximately $95 million . At the time, Hurley was generating about $70 million in annual sales. Reason for the Divestiture : Nike, Inc

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

: 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