America's number-one sneaker retailer jumps into the subscription business

Daniel Fowler
Августа 13, 2019

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. "One mother said that between driving her kids to soccer practice and music class, she just didn't have the time to go to the mall to buy a new pair of shoes", he says.

It is Nike's latest plan to keep shoppers coming back to its brands as it struggles with strong competition from Adidas in its USA home market and a resurgence in retro brands like Fila and Reebok. 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.

Nike started piloting a sneaker club for kids two years ago. Kids' sneakers typically retail for $60, so monthly subscribers will save about $10 a pair. You would think that by now there would be a popular subscription service that provides shoes for the youth but, leave it up to Nike to create the first-ever children's sneaker club.

"In providing footwear, we're always trying to answer, 'What do kids want?'" Dominique Shortell, director of product experience and retention for Nike Adventure Club, said in a statement. Most kids' feet grow rapidly, necessitating new shoes on a regular basis. Along with new sneakers, each box will also come packaged with a special activity guide boasting special illustrations and games. 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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CNBC suggested Nike could be developing a subscription service for runners, as well as sneaker junkies clamoring for the latest from Nike.

Subscription clubs for clothing, meals and razors have changed the way people shop.

Nike is also hoping to appeal to consumers on a convenience front.

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