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

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

Now Nike has announced it's getting in on the subscription frenzy, but what it's offering isn't as insane as it sounds at first blush.

The Nike Adventure Club is a brand new subscription service from the Swoosh that allows kids to swap out their Nike or Converse shoes for new ones as their feet rapidly grow, or personal preferences change throughout the year.

The athletic behemoth this week launched a first of its kind subscription sneaker service for kids that is aimed at parents but features content and products for young athletes. Now, Nike is joining the club. There are more than 100 different shoe styles and designs to pick from as well.

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Parents will have the option to order shoes for sizes 4C to 7Y (for kids aged roughly two to 10) on a monthly, bimonthly or quarterly basis, costing $50, $30 or $20 per month respectively. Those who take part can upgrade, downgrade or pause their subscription at any time. "One mother said that between driving her kids to soccer practice and music class, she just didn't have the time to go to the mall to buy a new pair of shoes", he says. Nike Adventure Club will either donate or recycle the returned sneaker. Dave Cobban, general manager of Nike Adventure Club, addressed these problems, telling CNN Business, "We've discovered a huge pain point for parents around shopping for kids' shoe".

The program - which will include an "adventure guide" in each box to encourage children and their parents to engage in outdoor activities and exploration - also has a sustainable component.

Nike has reportedly already been quietly testing the subscription service under the name "Easy Kicks" for the last two years, according to CNBC. The guides are a collaborative partnership between Nike and KaBoom, a national nonprofit focused on encouraging kids to lead active, healthy lifestyles.

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