ALL NEWS

Nike launches a sneaker subscription service for kids

Aug 13, 2019, 9:53 AM

Nike is debuting Nike Adventure Club, a sneaker subscription for kids....

Nike is debuting Nike Adventure Club, a sneaker subscription for kids.

(CNN) — Subscription clubs for clothing, meals and razors have changed the way people shop. Now Nike is wading into the subscription market for the first time.

Nike announced Monday that it is debuting Nike Adventure Club, a sneaker subscription for kids ages two through 10. 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.

“This is probably one of the best examples of a major brand taking the attributes of a [direct-to-consumer] digital brand” and linking it to its broader strategy, said Bryan Gildenberg, chief knowledge officer at Kantar Consulting.

Nike is targeting time-strapped parents in the suburbs and rural areas who don’t live near a shoe store with the program. The company says that dragging young kids to a store every few months to try on sneakers that they will quickly outgrow can frustrate parents. Shopping for kids’ shoes online also brings sizing issues and return hassles, the company says.

“We’ve discovered a huge pain point for parents around shopping for kids’ shoes,” Dave Cobban, general manager of Nike Adventure Club, told CNN Business. “This was a great opportunity to experiment with different solutions.”

Nike started piloting a sneaker club for kids two years ago. It grew to 10,000 members, and Cobban said Nike believes it’s ready to unveil the service more broadly.

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 Stitch 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.

Perhaps more importantly for Nike, its kids’ sneaker club allows the company to test out the subscription market and potentially apply it to its adult shoppers.

Cobban noted that avid runners need to replace their shoes frequently and he mentioned the possibility of a marathon membership program.

“We’re starting to think about what other athletes have problems that could be very easily solved by a subscription,” he said. “This is the beginning of something pretty exciting for Nike.”

The-CNN-Wire
™ & © 2019 Cable News Network, Inc., a Time Warner Company. All rights reserved.

We want to hear from you.

Have a story idea or tip? Send it to the KSL NewsRadio team here.

All News

Outside of the Yale University Law School is pictured on September 27, 2018 in New Haven, Connectic...

Zenebou Sylla, CNN

Some New England universities, including Yale, break $90,000 barrier for total tuition cost in upcoming school year

(CNN) — Several New England universities and colleges, including Yale, have reached a pinnacle of at least $90,000 for undergraduate tuition and costs starting this fall. Yale University, Tufts University, Boston University (BU), and Wellesley College are among a few private institutions that will top this year’s costs for tuition, housing and other expenses, according to […]

7 hours ago

A West Jordan man was arrested Tuesday for investigation of negligent homicide after he allegedly t...

Pat Reavy, ksl.com

West Jordan man shot, killed best friend while trying to ‘be funny,’ police say

A West Jordan man was arrested Tuesday for investigation of negligent homicide after shooting his "best friend."

8 hours ago

FILE: Cedar High School in Cedar City is pictured on Wednesday April 7, 2021....

Tammy Kikuchi and Emma Keddington

Cedar High School grapples with mascot name, five years after it was changed

The Iron School District Board of Education is grappling with changing the Cedar High School mascot back from "Reds" to "Redmen." 

8 hours ago

Dairy cows across the country, specifically in Texas, Kansas and New Mexico are getting sick with a...

Alexandrea Bonilla

Cows across the country are getting sick with a “flu-like” illness

Utah is altering the requirements for livestock brought into the state after multiple cows across the country have gotten sick with a flu-like illness.  

9 hours ago

FILE: The bust of 30 pounds of fentanyl in American Fork on March 21 highlights the drug problem Ut...

Heather Peterson and Curt Gresseth

DEA warns fentanyl most deadly drug in U.S. and Utah history

The DEA said Utah is on pace to see double the amount of fentanyl this year than last.

11 hours ago

The bodies of two men, ages 35 and 26, were recovered from the water, Col. Roland L. Butler Jr., se...

LEA SKENE and BRIAN WITTE Associated Press

Investigation of Baltimore bridge collapse picks up speed as divers recover 2 bodies from water

BALTIMORE (AP) — Investigators began collecting evidence Wednesday from the cargo ship that plowed into Baltimore’s Francis Scott Key Bridge and caused its collapse, while in the waters below divers searched through twisted metal for six construction workers who plunged into the harbor and were feared dead.   The bodies of two men, ages 35 and 26, […]

12 hours ago

Sponsored Articles

Mother and cute toddler child in a little fancy wooden cottage, reading a book, drinking tea and en...

Visit Bear Lake

How to find the best winter lodging in Bear Lake, Utah

Winter lodging in Bear Lake can be more limited than in the summer, but with some careful planning you can easily book your next winter trip.

Happy family in winter clothing at the ski resort, winter time, watching at mountains in front of t...

Visit Bear Lake

Ski more for less: Affordable ski resorts near Bear Lake, Utah

Plan your perfect ski getaway in Bear Lake this winter, with pristine slopes, affordable tickets, and breathtaking scenery.

front of the Butch Cassidy museum with a man in a cowboy hat standing in the doorway...

Bear Lake Convention and Visitors Bureau

Looking Back: The History of Bear Lake

The history of Bear Lake is full of fascinating stories. At over 250,000 years old, the lake has seen generations of people visit its shores.

silhouette of a family looking over a lake with a bird in the top corner flying...

Bear Lake Convention and Visitors Bureau

8 Fun Activities To Do in Bear Lake Without Getting in the Water

Bear Lake offers plenty of activities for the whole family to enjoy without having to get in the water. Catch 8 of our favorite activities.

Wellsville Mountains in the spring with a pond in the foreground...

Wasatch Property Management

Advantages of Renting Over Owning a Home

Renting allows you to enjoy luxury amenities and low maintenance without the long-term commitment and responsibilities of owning a home.

Clouds over a red rock vista in Hurricane, Utah...

Wasatch Property Management

Why Southern Utah is a Retirement Paradise

Retirement in southern Utah offers plenty of cultural and recreational opportunities. Find out all that this region has to offer.

Nike launches a sneaker subscription service for kids