Shortly after the Aug. 12 launch of the Nike Adventure Club shoe subscription service for children ages 2 to 10, market speculation began surfacing about whether other footwear brands have the breadth of product, logistics and know-how to introduce a rival footwear subscription service for young parents and their children.
The brand has a converted its two-year old Easy Kicks test subscription program and is starting with 10,000 NAC members. Each will be offered one of three subscriptions: four children’s pairs annually for $20 monthly; six pairs a year for $30 monthly; or a dozen pairs annually for $50 monthly, with the option to upgrade to a higher-priced plan. Initially, there will be 100 SKUs available in different styles and colors, including seasonal offerings and cleats. The NAC app and desktop website will remember the types of shoes selected and previously browsed with only styles shown matching the preferred size selected by the consumer.
Nike is also integrating fun and sustainability into the NAC experience. Included in each delivered, resealable (for easy returns) shoe box adorned with the child’s name, will be a sticker sheet, activity guide, a comic and an add-on surprise. Gently-used returned products will either be donated by Nike to a non-profit group that supports foster families and foster kids or designated for Nike Grind, which will recycle them for use in playgrounds, gyms and fields.