: Hurley reached annual revenues of roughly $260 million by 2012 .
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
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: : Hurley reached annual revenues of roughly $260
On , Nike announced it had reached a definitive agreement to sell Hurley to Bluestar Alliance LLC , a brand management and licensing firm. The deal was finalized in December 2019 for an undisclosed amount, though some reports estimated the original 2002 purchase price was around $95 million. Life Under Nike Ownership For 17 years, Hurley