Saturday, 14 December, 2019


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

Nike Adventure Club Nike Adventure Club More
Conrad Doyle | 13 August, 2019, 21:33

Nike has good reason to get into the subscription box services game, according to Greg Petro, CEO of predictive analytics company First Insight, who noted that his firm's latest research shows about 25% of consumers now use a subscription box. The options will cost either $20, $30, or $50 per month, respectively. Parents and kids will be able to choose from a selection of around 100 sneakers. And it's starting with the kids market. "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".

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

Bottom line: The program serves kids from sizes 4C through 7Y (roughly from age two to 10). If you consider sneakers for children typically retail for $60, subscribers can save about $10 a pair.

"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.

And even though kids can keep their shoes, the company will also hold two shoe drives each year, where families can send back worn-out shoes to be recycled by the Nike Grind program or refurbished and donated to kids in need, the website says.

This new adventure club removes the hassle of shopping for parents and invites kids to start an adventure.

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.

Shoes arrive in a personalized box and come with "exclusive adventure guides" that offer ideas for outdoor activities.

As part of the project, Nike is partnering with non-profit KaBoom to build one new playground a year in underserved community neighborhoods near its stores.

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