: In 2012, Nike consolidated its own "Nike 6.0" surf team into Hurley, effectively making Hurley its sole representative in the surf industry.
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
Nike no longer owns Hurley, though it was a major subsidiary for nearly two decades. While Nike , it sold the brand to Bluestar Alliance LLC in December 2019 . The 2002 Acquisition : In 2012, Nike consolidated its own "Nike 6
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: Life Under Nike Ownership Nike no longer owns
: Founder Bob Hurley remained active in the company, even serving as interim CEO in 2012 before stepping down in 2015. The 2019 Sale to Bluestar Alliance