Nike Adventure Club Release Info

Nike rolls out a subscription service for kids’ sneakers

(That's roughly from age 2 to 10.). 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. Or they can send it back and the service will send a new pair of their choosing.

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.

Nike is getting into the subscription game for the first time - and it's all for the kids.

There are three different subscription tiers for the Adventure 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.


The big challenge, he admitted, was helping parents get the right shoe for kids with constantly growing feet without trips to the mall or a series of mailed returns. Dubbed the Nike Adventure Club, the program lets kids swap Nike and Converse shoes on a regular basis to make shopping for footwear as convenient as possible.

Aimed at the USA kids shoe market, estimated at an annual $10-billion, "Adventure Club" builds on Nike's SNKRS app, which notifies shoppers every time it launches a new shoe or has an exclusive sneaker at a nearby store. Nike says that you'll save $10 per pair on that highest tier, but any way you want to frame it, that's a lot of shoes. Parents will be able to choose from around 100 sneakers. It is also collaborating with KaBoom, a national nonprofit focused on giving kids of all backgrounds the opportunity to play.

Nike has reportedly already been quietly testing the subscription service under the name "Easy Kicks" for the last two years, according to CNBC.

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

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