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Hurley: WHY WE'RE A PART OF NIKE Acquired as an affiliate of Nike at the end of 2001, Hurley has a long-standing partnership with the world's largest and most forward-thinking sport brand in the world. This partnership goes both ways, with Nike's relentless focus on helping athletes reach their potential benefitting the world's best surfers (see Phantom). At the same time, the world's best surfers - athletes like John John Florence and Carissa Moore - provide a whole new world of insights that might ultimately inform product for Nike athletes both in and out of the water.