Published: Tue, August 13, 2019
Economy | By

Nike launches sneaker subscription service for kids

Nike launches sneaker subscription service for kids

With three tiers of subscription - $20, $30 or $50 a month - Nike Adventure Club is aimed at 2-year to 10-year olds and effectively gives subscribers a new pair of Nike sneakers that cost about $50 or more once a month, once every two months or once every three. It makes getting a new pair of shoes fun for the kiddos instead of a daunting process. You'll also be able to send back your kids' old shoes to be donated or recycled via a bag with prepaid shipping that Nike will subscribers twice a year.

Dubbed "Nike Adventure Club", the latest move sees the brand go after its objectives to become more technology-driven, tackle every day consumer pain points and forge deeper connections with consumers through experiential offerings and pushing causes like sustainability.

Nike has good reason to get into the subscription box services game, according to Greg Petro, CEO of predictive analytics company First Insight, who noted that his firm's latest research shows about 25% of consumers now use a subscription box.

According to a Nike press release, "The experience of shoe-shopping for young kids is deceptively complex".

There are more than 100 varieties of shoes to choose from on the Nike Adventure Club website, including Converse sneakers.

"Nike Adventure Club was created by busy parents for busy parents", said Shortell.


Kids' feet are constantly growing, so the need to buy expensive shoes for them is a continual thing that lasts years.

Nike Inc. this week is launching a new fee-based subscription service for kids sneakers, the company announced Monday. The service kicks off on August 12.

In addition to a pair of shoes, the subscription box will come with adventure guides that contain outdoor games and activities that parents can do with their kids.

For better or for worse, the subscription model has forever changed retail.

Nike Adventure Club serves kids through sizes 4C to 7Y.

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