Nike Buys Hurley -

: A platform to enter the action sports segment (surf, skate, snow) where it previously had little presence.

: The ability to apply Nike's fabric technologies to surf products, resulting in award-winning gear like the Hurley Phantom line. Reason for the Divestiture 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: : A platform to enter the action sports

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 By acquiring an established brand like Hurley, Nike

: The sale was completed, marking Nike's exit from the surf-specific apparel market to prioritize its core categories and direct digital sales. Why Nike Bought Hurley