On the 12th of August 2019, Nike announced that it is debuting Nike Adventure Club; a sneaker subscription for kids ages two through 10. It’s the first time the No. 1 sneaker retailer in the U.S. has worked on a subscription model. And here is everything you have to know about it.
The Announcement –
“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,” says Dave Cobban, GM of Nike Adventure Club. “It provides a wide range of options for kids, while at the same time, it removes a friction point for parents who are shopping on their behalf.”
“In providing footwear, we’re always trying to answer, ‘What do kids want?’” says Dominique Shortell, Director of Product Experience and Retention for Nike Adventure Club. “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.”
What is Nike Adventure Club?
The No. 1 sneaker retailer in the U.S. is launching a subscription service for kids called Nike Adventure Club.
The new program is specifically designed to make shopping easier for parents who struggle to keep up with their quickly growing children’s shoe needs. Instead of taking kids to the store and trying on pair after pair to try to find something the child likes, the new Nike Adventure Club will instead ship anywhere from four pairs to a dozen pairs of shoes per year, depending on which subscription tier parents choose.
Nike allows parents to upgrade or downgrade their subscription at any time, or even put it on pause. Once signed up, parents will receive an email with a selection of more than 100 styles of Nike and Converse shoes from which to choose, which they can review with their kids. They then pick which shoes they want to receive, and these are shipped to the home in a box with the child’s name on it.
Nike has been testing the program since 2017, when it was known as Easy Kicks. The test reached 10,000 members, according to the company.
This box also includes an “adventure kit” filled with activities and games for parents to do with their kids, stickers, plus a small gift. The kit is created in partnership with the nonprofit KaBoom, which is focused on encouraging kids to lead healthy lifestyles.
More Insight –
How it works?
• Nike Adventure Club serves kids through sizes 4C to 7Y. (That’s roughly from age 2 to 10.)
• Choose from three tiers of subscription services, ranging from four pairs a year to 12 pairs a year. You’re free to upgrade, downgrade or pause your subscription at any time.
• Choose from more than 100 different sneaker styles, ranging across the spectrum of performance and sportswear.
• If you like the shoe, you can keep the pair. If you’re ready to replace it, send it back and Nike Adventure Club will either donate or recycle the returned sneaker.
The club serves kids from sizes 4C to 7Y — or roughly ages 2 to 10.
Basically, 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. Parents and kids will be able to choose from a selection of around 100 sneakers.
However, even the minimum of four pairs per year may be too frequent for some parents of older kids.
According to the American Orthopaedic Foot & Ankle Society, toddlers under 16 months grow more than one-half a foot size every two months. From 16 to 24 months, they grow an average of one-half a foot size every three months. From 24 to 36 months, it’s one-half a foot size every four months. Then things slow down.
Children over three years old grow one-half a foot size every 4 to 6 months. That means some older kids only need to replace their shoes twice per year, outside of excessive wear and tear.
If the shoes are the wrong size, exchanges are free within a week of delivery.
Nike Grind –
Perhaps the best part of the program is the recycling component.
Twice a year, Nike will ship out a prepaid bag where parents can send back their kids’ worn shoes, which will either be donated to families in need if in good condition or recycled through Nike Grind, a program that separates out the rubber, foam, leather and textile blends, grinds them into granules and incorporates those into new products, including footwear, apparel and play surfaces.