Nike Buys Hurley -

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 announced it would sell the Hurley brand to Bluestar Alliance LLC for an undisclosed amount. nike buys hurley

: A platform to enter the action sports segment (surf, skate, snow) where it previously had little presence. Nike's acquisition of was a major strategic move