Nike’s sneaker subscription service for children is a smash hit
Nike has moved into the subscription business, with Nike Adventure Club – a pay-per-month service that ships new sneakers to kids.
The service lets parents pay to receive four, six or 12 pairs of Nike or Converse shoes per year, for their kids. Sizes range from 4C to 7Y, and each pair is shipped in a personalized boxes. According to Nike, there are currently 100 varying styles to choose from.
Part of the subscription service also includes recycling, letting parents send shoes ready to be replaced back to Nike to be either recycled or donated.
The shoes will come alongside ‘adventure guides’ giving parents ideas on outdoor games and activities.
"In providing footwear, we're always trying to answer, ‘What do kids want?'" says Dominique Shortell, Director of Product Experience and Retention for Nike Adventure Club, "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."