Hurley
Bluestar Alliance · United States
Hurley is a Californian surf and swimwear brand founded in 1979 by Bob Hurley and based in Costa Mesa. Nike bought it in 2002 and sold it to Bluestar Alliance in October 2019. It matters as a surf label that left a major sportswear group and now operates under a brand management owner.
| Founded | 1979 |
|---|---|
| Founder | Bob Hurley |
| Headquarters | Costa Mesa, United States |
| Owner | Bluestar Alliance (since October 2019, from Nike) |
| Segment | Surf and swim apparel |
| Website | hurley.com |
What is Hurley?
Hurley is an American surf and lifestyle brand. Wikipedia says its products include swimsuits, wetsuits, clothing, flip flops, bags, backpacks, accessories and activewear. It is headquartered in Costa Mesa, California.
History
The company was founded in 1979 as Hurley Surfboards and International Pro Designs by Bob Hurley, with Bob Rowland and Joe Knoernschild. Hurley licensed US rights to Billabong and formed Billabong USA in 1983. The Billabong licence was not renewed in 1998, and Hurley International was formed in 1999. Nike acquired the company in 2002. Bob Hurley served as interim CEO in 2012 and stepped down in 2015.
Ownership
Nike sold Hurley to Bluestar Alliance LLC in October 2019, and the page lists Bluestar Alliance as parent. The older hint of Nike as owner is therefore outdated. The page does not mention any change in 2026.
Business model and distribution
The source reports 37 locations as of 6 December 2024. In Australia and New Zealand, Hurley trades as Hurley Australasia Pty Ltd through a joint venture with Bluestar Alliance and Conquest Sports, which began on 1 March 2020, and its Australian website launched in July 2021. This points to a model that combines wholesale, regional joint ventures and e-commerce.
Why it matters
Hurley is a clear example of a sportswear giant exiting a boardsports label and of a licensing led brand management company taking over. The source consulted does not give revenue figures or documented technology programmes, so none are stated.
Frequently asked questions
Who owns Hurley?
Bluestar Alliance LLC owns Hurley. It bought the brand from Nike in October 2019, according to Wikipedia.
Where is Hurley from?
Hurley is from the United States. It was founded in 1979 by Bob Hurley and is headquartered in Costa Mesa, California.