Did Nike Buy Hurley Apr 2026

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.

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 did nike buy hurley

: Hurley reached annual revenues of roughly $260 million by 2012 . On , Nike announced it had reached a