Nike steps into the subscription business—for kids

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Nike steps into the subscription business—for kids

By Marianne Wilson - 08/12/2019
Nike Inc. is the latest brand to wade into the growing subscription service market. And it’s starting with the kids market.

The athletic footwear giant is launching Nike Adventure Club, a subscription service that will offer sneakers for kids ages two through 10. 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.

Customers can choose from more than 100 styles from Nike and Converse, ranging from performance shoes for sport to everyday sneakers. If customers like the shoe, they can keep the pair, you like the shoe, you can keep the pair. Or they can send it back and the service will send a new pair of their choosing. Each shipment comes with the option to initiate a return once it arrives.

Nike Adventure Club, which will fulfill its first subscriptions beginning Aug. 12, will either donate or recycle returned sneakers.

“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. “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.”

In addition to a pair of shoes, the subscription box will come with adventure guides that contain outdoor games and activities that parents can do with their kids. The guides are a collaborative partnership between Nike and KaBoom, a national nonprofit focused on encouraging kids to lead active, healthy lifestyles.

Nike’s entry into subscription services comes as more and more brands, from Express to Urban Outfitters to Ann Taylor, have launched, or are testing, similar services. Upscale department store retailer Bloomingdale’s, a division of Macy’s Inc., will enter the fray in mid-September with the launch of “My List at Bloomingdale’s.” The Nike service, however, is one of the few to target the footwear market.

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