Nike Announces New Sneaker Subscription Service for Kids

Marco Green
August 13, 2019

Kids can outgrow (or ruin) shoes quickly, so having a pair drop into one's mailbox every so often could help parents save time and money, if they opt for the monthly option in particular. Kids' sneakers typically retail for $60, so monthly subscribers will save about $10 a pair.

That last bit is a key marketing point for Nike - appealing to recycling-minded consumers that'd prefer to keep old shoes out of landfills. Nike is seeking to ease that burden with its very first subscription service, Nike Adventure Club.

Nike Adventure Club's "adventure guide".

In addition to shoes, the subscription service comes with exclusive adventure guides, filled with outdoor games and activities that parents can do with their kids. "If [parents] don't want to wait until our shoe drives, [they] can always save your Nike Adventure Club box, fill it with shoes [they'd] like to recycle and ship it back". It grew to 10,000 members, and Cobban said Nike believes it's ready to unveil the service more broadly. The program will send a new pair of sneakers at regular intervals, with customers choosing from three tiers of subscription services: quarterly, bimonthly or monthly basis, with monthly fees of $20, $30 or $50, respectively. Now Nike has announced it's getting in on the subscription frenzy, but what it's offering isn't as insane as it sounds at first blush. It is also collaborating with KaBoom, a national nonprofit focused on giving kids of all backgrounds the opportunity to play. "Not only do they provide shoppers with convenience, but they also serve up items in a smart way based on insights gathered on real-time preferences and purchase behavior".

Subscription clubs for clothing, meals and razors have changed the way people shop.

"We're starting to think about what other athletes have problems that could be very easily solved by a subscription", he said.

Other reports by Click Lancashire

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