Nike Buys Hurley May 2026

: Under Nike, Hurley became a leader in surf wear, notably with its "Phantom" boardshorts technology, which leveraged Nike's innovation in performance fabrics.

: Immediate credibility in the California surf and beach lifestyle culture. 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: : Under Nike, Hurley became a leader in

: 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 : Under Nike