Nike launches sneaker subscription service for kids

Andrew Cummings
August 13, 2019

Nike has officially unveiled the Adventure Club, which is a new subscription service that allows parents to swap out their kids Nike or Converse shoes for new ones as their feet grow. Nike will offer parents three options for their kids: four pairs of sneakers a year for $20 a month, six pairs for $30 a month or 12 pairs for $50 a month.

Nike the latest brand to wade into the growing subscription service market. Yahoo Finance's Myles Udland, Emily McCormick, and Ines Ferre discuss.

"In providing footwear, we're always trying to answer, 'What do kids want?'" said Dominique Shortell, director of product experience and retention for Nike Adventure Club. The service gives Nike a way to draw parents who are outside of its traditional big-city customer base and build a connection with young kids. There are more than 100 different shoe styles and designs to pick from as well.

"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", Dave Cobban, vice president of the Nike Adventure Club, said in a statement.

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

The program - which will include an "adventure guide" in each box to encourage children and their parents to engage in outdoor activities and exploration - also has a sustainable component.

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