Nike is reportedly considering selling off Hurley as shoppers abandon surf style. We found the brand is already hard to find in stores.
After searching far and wide for a store that actually carried Hurley merchandise, we walked into Paragon Sports hoping to find some luck.
We made our way to the swim and surf section of the store and combed through the different brands.
Finally, we reached the section with Hurley merchandise.
This was the only section in the entire store with Hurley merchandise — and it was tiny. There were about eight small racks with different Hurley bathing suits for men. That was it.
The trunks were all about knee-length and featured different designs. Most of the small selection was filled with color ...
... though some designs were simpler and more muted.
And the prices were pretty standard as well. Most of the Hurley trunks were in the $50 to $60 range.
We noticed that none of the mannequins seemed to be wearing any Hurley merchandise. It was clear that other brands like Speedo and Trunks had a larger representation than Hurley.
Interestingly, we found a large selection of Billabong merchandise nearby. After years of struggling, Billabong was bought by the parent company of its rival Quiksilver in 2018.
Source: Business Insider, The Guardian
Hurley's absence in practically every major store in the New York City vicinity was telling. And even when we managed to find the brand, the display left something to be desired.
With surfwear brands losing their appeal and Hurley's apparent shrinking presence in stores, Nike might be doing the right thing if it is indeed considering selling the brand.
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