In a deal that is likely to send shockwaves through Southern California's surfwear businesses, industry icon Bob Hurley has sold his company in Costa Mesa to giant Nike Inc.

The terms of the sale were not disclosed, but what is clear is that in in acquiring Hurley International, Nike has been trying for years to break into the burgeoning market for surf, skate and snowboard clothes, is picking up one of the industry's hottest brands that last year did about $70 million in business.

Hurley is still not widely available in Europe and Britain but that is going to change very soon and the industry on this side of the atlantic is going to be in for shock.