Nike Inc. plans to move its surfwear operations under its Hurley International LLC umbrella, a Nike spokesperson confirmed.
The company offered surfwear under its Nike Brand and sponsored surf competitions; and the news followed Nike’s earlier decision not to renew its title sponsorship of the annual U.S. Open of Surfing in Huntington Beach, CA.
The Hurley business unit operates separately from Nike's other brands and the shift of all surfwear business to the Hurley label is expected to be completed by the end of the year, according to ESPN. Hurley is a core brand with expertise and legitimacy in the surf industry.
Nike will continue to focus on action sports including skateboarding and snowboarding, which has received mixed success, according to industry research. According to action-sports news website shop-eat-surf.com, Nike refused further comment but said it has more action sports initiatives on tap for 2013. The brand had previously said its action sports business totaled $390 million with plans to double that in five years.
In an interview with shop-eat-surf.com, Hurley Founder and CEO Bob Hurley said, “We've always enjoyed a close partnership with the Nike brand in developing innovative product informed by top athletes. The opportunity for collaboration and leverage is limitless and will continue to allow greater focus. We all know the surf marketplace is in transition, yet the energy and youthful nature of the sport make it more popular than ever on a global basis. It provides the ability to inspire, energize and connect to a young, global audience.”
