Born from water, Hurley was founded in Huntington Beach in 1999 on the principle of empowering and fueling the voice of the next generation. Nike purchased Hurley in 2002 and it remained a distinct and separate brand until 2014, we explored potential synergies to scale the business .

As the category GM for DTC, I owned the business P/L and led the team to migrate Hurley to Nike.com to provide platform scale efficiencies by introducing Nike’s 100M consumers the Hurley brand and greatly improve cross-sell opportunities. We also defined how Hurley will live in Nike Stores across NA in Santa Monica, The Grove, Chicago, and NTNY.

Hurley came to life on Nike.com while remaining a distinct brand.

Details:
+ Created a new ‘Surf’ category on Nike.com
+ Added Hurley to the global ‘eyebrow’ navigation
+ Updated the global taxonomy to support surfing across Nike.com
+ Developed the merchandise plan
+ Integrated Hurley into Nike’s digital production processes
+ Supported business with a marketing and content strategy
+ Migrated Hurley’s consumer database to Nike’s.
+ Added Hurley into Nike’s reporting and analytics
+ Designed an Integrated Marketplace plan for retail
+ Mapped key points of distribution and gaps that can be filled by Nike Stores

We launched the new experience on International Surf Day (6/21), with a new collection in collaboration with surf icon, John John Florence, Hyperweave and Phantom board shorts.

RESULTS:

1. The integration to Nike.com delivered +44% YOY growth ($xxM to $xxM).

2. Added a tight Hurley assortment of tees and board shorts to 4 REATIL locations: Santa Monica, NTNY, Miami, Chicago.

3. Productivity outpaced the stores average in terms of $/sq .ft and $/cc. Tested wetsuits but ultimately failed. Return rates too high.