Nike steps into the subscription business-for kids


Now Nike is wading into the subscription market for the first time. The final tier is a not-inexpensive $50 per month, but it nets you a new pair of shoes every month.

The Nike Adventure Club is a brand new subscription service from the Swoosh that allows kids to swap out their Nike or Converse shoes for new ones as their feet rapidly grow, or personal preferences change throughout the year. Kids' sneakers typically retail for $60, so monthly subscribers will save about $10 a pair. "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".

Instead of targeting the shoe-obsessed like you might initially expect, Nike is positioning its new subscription service as the ideal solution for parents with growing children. There are more than 100 different shoe styles and designs to pick from as well.

Bottom line: The program serves kids from sizes 4C through 7Y (roughly from age two to 10). Those who take part can upgrade, downgrade or pause their subscription at any time. When you're sent a pair that you like, you can keep it, but when your kid outgrows it or decides they don't like it, you can send it back to be recycled or donated and receive a new pair.

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.

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. The guides are a collaborative partnership between Nike and KaBoom, a national nonprofit focused on encouraging kids to lead active, healthy lifestyles.