Nike Sells Surfwear Brand Hurley To Bluestar Alliance

Bob Hurley first launched the brand in '99, and Hurley has been under Nike ownership since '02GETTY IMAGES

Nike said it has "reached a definitive agreement" to sell surfwear brand Hurley to Bluestar Alliance, according to Laylan Connelly of the ORANGE COUNTY REGISTER. Hurley has been under Nike ownership since '02. Nike did "not disclose the terms of the transaction, which is expected to be completed in December." The Hurley brand was launched in '99 by Bob Hurley. The brand at the time "was edgy ... with a focus on music and art, creating one of the first lifestyle brands in the surf world." In a '13 interview, Hurley said that he "sold the company to Nike, in part, to avoid going public as the brand grew." It is "unclear how, or if, Hurley will evolve or change under Bluestar Alliance," the parent company of brands including Bebe, Tahari, Brookstone and Limited Too. Bluestar since its inception in '06 has "acquired select brands," with retail sales expected to exceed $3B in '19 (ORANGE COUNTY REGISTER, 10/30).