Saturday, 24 August, 2019

Nike aims sneaker subscriber service at $10-billion U.S. kids market

Nike Adventure Club Nike Adventure Club More
Russell Knight | 13 August, 2019, 10:27

Nike is getting into the subscription game for the first time - and it's all for the kids.

Nike is the latest brand to jump into the subscription business, with the launch of their kids service, Nike Adventure Club. Kids' sneakers typically retail for $60, so monthly subscribers will save about $10 a pair. And to make the unboxing experience more fun, Nike is customizing the box with the kid's name. Or they can send it back and the service will send a new pair of their choosing. There are more than 100 different sneaker styles, ranging across the spectrum of performance and sportswear.

Parents will have the option to order shoes for sizes 4C to 7Y (for kids aged roughly two to 10) on a monthly, bimonthly or quarterly basis, costing $50, $30 or $20 per month respectively. You're free to upgrade, downgrade or pause your subscription at any time.

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

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"We see Nike Adventure Club sits as having a unique place within Nike, and not just for it being the first sneaker club for kids", said Dave Cobban, VP of Nike Adventure Club.

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

As part of the project, Nike is partnering with non-profit KaBoom to build one new playground a year in underserved community neighborhoods near its stores.

Companies know that many parents don't have a lot of time to shop for their kids new outfits-which is why subscription services created to make the process more automated and less time consuming are flourishing.

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