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

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

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

Now Nike is wading into the subscription market for the first time. It will 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. Officially called the Nike Adventure Club, the service allows parents to swap out shoes on a regular basis to keep up with their child's growing feet (and, presumably, changing tastes). 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.

"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. Each pair of shoes works out to between $50 and $60 a pair-which puts the service on higher end of the kids' sneaker market (though Nike's kids' sneakers themselves vary considerably in price from $40 to $100, so numerous shoes within this program may actually be cheaper than buying directly from the store).

Nike says that the Adventure Club includes shoe sizes from 4C to 7Y, which is "roughly from age 2 to 10". You're free to upgrade, downgrade or pause your subscription at any time. Though the Adventure Club is launching today, Nike isn't accepting new sign ups at the moment - visiting the Adventure Club's website prompts you to join a waiting list, with Nike saying that new members will be added daily. Nike said it will either donate or recycle returned sneakers depending on their condition.

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In addition to the kicks, the subscription also comes with adventure guides full of outdoor games and activities for kids to do with their parents.

Nike Adventure Club will fulfill its first subscriptions beginning August 12.

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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