Nike launches Nike Adventure Club, a shoe subscription for kids

Nike rolls out a subscription service for kids’ sneakers

There are three tiers of subscription: four pairs a year for $20 a month; six pairs a year for $30 a month; and one pair a month for $50/month. If customers like the shoe, they can keep the pair, you like the shoe, you can keep the pair. If you consider sneakers for children typically retail for $60, subscribers can save about $10 a pair.

It is Nike's latest plan to keep shoppers coming back to its brands as it struggles with strong competition from Adidas in its USA home market and a resurgence in retro brands like Fila and Reebok. Now Nike is wading into the subscription market for the first time.

This new adventure club removes the hassle of shopping for parents and invites kids to start an adventure. The service gives Nike a way to draw parents who are outside of its traditional big-city customer base and build a connection with young kids.

Nike Adventure Club, which will fulfill its first subscriptions beginning August 12, will either donate or recycle returned sneakers. Most kids' feet grow rapidly, necessitating new shoes on a regular basis.

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

Nike Inc.is the latest brand to wade into the growing subscription service market.

Starting Monday, parents will be able to sign their children up for a sneaker subscription service from the retailer called the Nike Adventure Club.

Shoes arrive in a personalized box and come with "exclusive adventure guides" that offer ideas for outdoor activities.

Nike Adventure Club serves kids ages two through 10 (or sizes 4c-7Y) and features upwards of 100 sneaker styles from performance, streetwear, energy or seasonal categories.

Nike is also hoping to appeal to consumers on a convenience front. "But an equally important question is, 'What kind of experience are we providing for their parents?' We want to make shopping for footwear as convenient as possible for them".

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