Nike to sell its surfwear brand 'Hurley' to Bluestar Alliance

Nike has entered into a definitive agreement to sell the American surf apparel and accessories brand ‘Hurley’ to Bluestar Alliance LLC.

Michael Spillane, President of Categories and Product, Nike, said, “We appreciate how Bob and the Hurley team have built Hurley into the world's most innovative surf brand. As we drive increasingly more targeted investment and focused growth through Nike's Consumer Direct Offense, this change in ownership will allow sharper focus and intentional investment in Hurley's growth potential.”

Hurley was acquired by Nike in 2002. The brand will join Bluestar Alliance’s portfolio of brands like Bebe, Tahari, Kensie, Limited Too, Brookstone, and Nanette Lepore.

Joey Gabbay, CEO of Bluestar Alliance, said, “We have always admired the Hurley brand as it has maintained its leadership role and premium positioning in the surf world.”

“This is a transformative acquisition for Bluestar as Hurley’s international footprint will enhance Bluestar’s reach around the world. We look forward to building upon the existing Hurley network and expanding to additional countries with the deep relationships that already exist within the Bluestar portfolio of brands. We see Hurley continuing to evolve into a 360-degree lifestyle brand, with action sports playing a key role,” Gabbay added.