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, Inc. acquired Hurley International for approximately $95 million . At the time, Hurley was generating about $70 million in annual sales. nike buys hurley
: Immediate credibility in the California surf and beach lifestyle culture. Nike's acquisition of was a major strategic move
: A platform to enter the action sports segment (surf, skate, snow) where it previously had little presence. nike buys hurley