Nike aims sneaker subscriber scheme at $10B U.S. kids market

Nike Adventure Club

Now Nike has announced it's getting in on the subscription frenzy, but what it's offering isn't as insane as it sounds at first blush. The final tier is a not-inexpensive $50 per month, but it nets you a new pair of shoes every month.

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

Perhaps more importantly for Nike, its kids' sneaker club allows the company to test out the subscription market and potentially apply it to its adult shoppers. "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". Or they can send it back and the service will send a new pair of their choosing. Those who take part can upgrade, downgrade or pause their subscription at any time.

"We've discovered a huge pain point for parents around shopping for kids' shoes", Dave Cobban, general manager of Nike Adventure Club, told CNN Business. There are more than 100 different sneaker styles, ranging across the spectrum of performance and sportswear. 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.

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

In addition to shoes, the subscription service comes with exclusive adventure guides, filled with outdoor games and activities that parents can do with their kids.

If there's a current craze among corporations and conglomerates, it's subscription services. The guides are a collaborative partnership between Nike and KaBoom, a national nonprofit focused on encouraging kids to lead active, healthy lifestyles.

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