Nike aims sneaker subscriber service at $10-billion USA kids market

Nike rolls out a subscription service for kids’ sneakers

Nike Launches Sneaker Subscription Service for Children

"Solving the need for parents with kids aged 2-10 years means that we are going to start building relationships through kids", the scheme's manager for Nike, Dave Cobban, said. "We understand the challenges of growing kids and wanted to provide a solution that wasn't available in the market for kid's shoes that families would find easy and convenient". Kids are also though on kicks, typically wearing them out far sooner than an adult might.

Nike said there are more than 100 varieties of shoes to choose from on the Adventure Club website, including Converse sneakers. Nike says that you'll save $10 per pair on that highest tier, but any way you want to frame it, that's a lot of shoes. Each box will be delivered with the kid's name, complete with a sticker pack, a guide for games and activities, and a bonus gift like a backpack.

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

Aimed at the USA kids shoe market, estimated at an annual $10-billion, "Adventure Club" builds on Nike's SNKRS app, which notifies shoppers every time it launches a new shoe or has an exclusive sneaker at a nearby store. Nike is no exception, having announced a subscription service for kids' sneakers. The guides are a collaborative partnership between Nike and KaBoom, a national nonprofit focused on encouraging kids to lead active, healthy lifestyles. The service kicks off on August 12.

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Walmart Inc and Macy's are already using the subscription model for beauty products to keep consumers interested in a market that is flooded by online specialty retailers and Amazon.com Inc. A huge number of companies out there are now offering monthly subscriptions, covering everything from streaming to food and even dog toys.

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