Did Nike Buy Hurley May 2026

Bluestar Alliance LLC now manages Hurley's global operations and licensing. NIKE, Inc. Announces Sale of Hurley to Bluestar Alliance

However, Nike officially sold Hurley to the brand management firm in December 2019 . Key Details of the Ownership History

Under Nike, Hurley benefited from advanced Nike technologies, such as the development of the Phantom boardshorts using Nike's high-performance materials.

Nike decided to sell the brand to focus on its "Consumer Direct Offense" strategy, which prioritizes direct-to-consumer sales and investment in its core Nike brand.