Sportswear brand Nike is reportedly eyeing a sale of its surf and boardwear brand, Hurley International.
According to Reuters, citing people familiar with the matter, options include an outright sale of the California-based brand.
Nike did not respond to request for comment when approached by just-style.
Nike purchased Hurley from founder Bob Hurley in 2002 for an undisclosed sum in an effort to expand beyond athletic-focused apparel and into other sportswear for surfing, skating and snowboarding.
However, in recent years the surfwear category has waned with consumers, and many players have responded by taking steps to reposition their businesses or move away from the category altogether.
In 2018 VF Corp completed the sale of its Reef surfwear brand to the Rockport Group. In the same year, Billabong’s shareholders approved a takeover by Quiksilver and Roxy brand-owner Boardriders Inc. And in 2016, Quiksilver completed a restructure to reposition it for profitability, a year after it had filed for Chapter 11 Bankruptcy.
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