Nike Buys Hurley -

Nike's primary goal was to diversify its portfolio beyond traditional athletic footwear and apparel. By acquiring an established brand like Hurley, Nike gained:

: Immediate credibility in the California surf and beach lifestyle culture. nike buys hurley

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

: A platform to enter the action sports segment (surf, skate, snow) where it previously had little presence. notably with its "Phantom" boardshorts technology