With three tiers of subscription - $20, $30 or $50 a month - Nike Adventure Club is aimed at 2-year to 10-year olds and effectively gives subscribers a new pair of Nike sneakers that cost about $50 or more once a month, once every two months or once every three. 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.
Dave Cobban, the general manager of the Nike Adventure Club, says the company has been building this subscription service for the past two years. Now Nike is wading into the subscription market for the first time.
Starting Monday, parents will be able to sign their children up for a sneaker subscription service from Nike called the "Adventure Club". "It provides a wide range of options for kids, while at the same time, it removes a friction point for parents who are shopping on their behalf". Most kids' feet grow rapidly, necessitating new shoes on a regular basis. Kids' sneakers typically retail for $60, so monthly subscribers will save about $10 a pair.
"Nike Adventure Club was created by busy parents for busy parents", said Shortell.
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The program - which will include an "adventure guide" in each box to encourage children and their parents to engage in outdoor activities and exploration - also has a sustainable component. It is also collaborating with KaBoom, a national nonprofit focused on giving kids of all backgrounds the opportunity to play.
Instead of targeting the shoe-obsessed like you might initially expect, Nike is positioning its new subscription service as the flawless solution for parents with growing children.