By 2019, Nike shifts its strategy toward the . The company decided to focus resources on its primary brands— Nike and Jordan —where it saw higher growth potential through direct-to-consumer digital channels. NIKE, Inc. Announces Sale of Hurley to Bluestar Alliance
Nike's primary goal was to diversify its portfolio beyond traditional athletic footwear and apparel. By acquiring an established brand like Hurley, Nike gained: nike buys hurley
: Nike announced it would sell the Hurley brand to Bluestar Alliance LLC for an undisclosed amount. By 2019, Nike shifts its strategy toward the
: 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 Announces Sale of Hurley to Bluestar Alliance Nike's
: A platform to enter the action sports segment (surf, skate, snow) where it previously had little presence.
: Under Nike, Hurley became a leader in surf wear, notably with its "Phantom" boardshorts technology, which leveraged Nike's innovation in performance fabrics.