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 grow the business.

I was the NA GM that owned the strategy and execution to scale the business.

Migrate the Hurley brand to Nike.com and introduce Nike’s 100M consumers to the iconic surf brand, greatly improving cross-sell opportunities to drive growth.

• Create a new ‘Surf’ category on Nike.com.

• Add Hurley to the global ‘eyebrow’ navigation.

• Update the global taxonomy to support surfing across Nike.com.

• Integrate Hurley into Nike’s digital production processes.

• Migrate 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.

The integration to Nike.com delivered +44% YOY growth.

Expanded Hurley into four retail locations: Santa Monica, NTNY, Miami, and Chicago.

Productivity outpaced the store’s average in terms of $/sq .ft and $/cc.

Consumers don’t always shop in terms of product categories but based on who the consumer is and what they need. eg) A Nike consumer also surfs. Know your consumers to serve them better.