Nike has official entered the subscription market. The sports gear giant launched Nike Adventure club.
Nike Adventure Club is available to kids ages two through ten. Nike will offer parents three options for their kids: four pairs of sneakers a year for 20 dollar a month, six pairs for 30 dollars a month or 12 pairs for 50 dollars a month. Parents and kids will be able to choose from a selection of around 100 sneakers.
Nike Adventure Club wants to target the time-trapped parents of American suburb who can access a shoe store instantly. The company says that dragging young kids to a store every few months to try on sneakers that will quickly outgrow can frustrate parents. Shopping for kids’ shoes online also brings sizing issues and return hassles.
Dave Cobban, general manager of the initiative commented to CNN, “We have discovered a huge pain point for parents around shopping for kids’ shoes. This was a great opportunity to experiment with different solutions.”
Nike adventure club is a key initiative for the company. Forty staffers are working on the concept. 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. Other online styling services and subscription companies such as Stich Fix, Kidbox and Rockets of Awesome are also fighting to win parents and children in the 69 billion us children’s clothing and footwear market.