Hurley

Hurley is a premier lifestyle specialty anchor for Regional Malls, Lifestyle Centers, and Beachfront Retail corridors. Following its 2019 acquisition by Bluestar Alliance, LLC, Hurley has transitioned from a Nike-owned performance brand into a high-growth global lifestyle platform. Entering 2026, Hurley is executing a massive "Inclusive Action" strategy, expanding its reach beyond core surfing into women's activewear (via a major 2025/2026 license with Mamiye Brothers) and youth sports. The brand's retail model—highlighted by its 25th-anniversary limited editions and the "Phantom" boardshort heritage—emphasizes a "Phygital" store experience. The 2026 store prototype features a "Coastal Industrial" aesthetic with sustainable modular fixtures, digital "Surf Report" kiosks, and dedicated zones for high-performance wetsuits and eco-friendly apparel. For landlords and developers, Hurley offers a high-energy youth draw and the institutional backing of Bluestar’s $7B+ retail network, serving as a critical lifestyle anchor that bridges the gap between performance athletics and streetwear.