Nike will launch a new subscription service for kids sneakers this week that seeks to woo parents with an offer of fewer nightmarish trips to the shoe store in exchange for a regular fee and consistent brand loyalty.
Aimed at the US kids shoe market, estimated at an annual $10 billion, “Adventure Club” builds on Nike’s SNKRS app, which notifies shoppers every time it launches a new shoe or has an exclusive sneaker at a nearby store.
It is Nike’s latest plan to keep shoppers coming back to its brands as it struggles with strong competition from Adidas in its US home market and a resurgence in retro brands like Fila and Reebok.
With three tiers of subscription – $20, $30 or $50 a month – Nike Adventure Club is aimed at 2-year to 10-year olds and 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.
Depending on whether the kids pick, for example, Nike Air Max or Converse sneakers, members will save almost nothing or up to $50 on each pair.