"Twice a year we'll send you a pre-paid shoe bag that you can fill with any shoe from any brand and ship it back to us", said Cobban. "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".
Kids' feet are constantly growing, so the need to buy expensive shoes for them is a continual thing that lasts years.
Depending on whether the kids pick, for example, Nike Air Max or Converse sneakers, members will save nearly nothing or up to $50 on each pair.
"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", said Dave Cobban, VP of Nike Adventure Club.
In an attempt to simplify (and cheapen) the shoe-shopping experience for parents, Nike is giving them the option to order shoes for kids aged two to 10, roughly. It is the first of its kind from Nike that caters specifically to kids. "If [parents] don't want to wait until our shoe drives, [they] can always save your Nike Adventure Club box, fill it with shoes [they'd] like to recycle and ship it back". There are three subscription tiers to choose from, ranging from four pairs to 12 pairs a year, with pricing ranging from $20 a month to $50 a month.
As part of the project, Nike is partnering with non-profit KaBoom to build one new playground a year in underserved community neighborhoods near its stores.
Instead of targeting the shoe-obsessed like you might initially expect, Nike is positioning its new subscription service as the flawless solution for parents with growing children.
Subscription clubs for clothing, meals and razors have changed the way people shop.
Whether it's for video streaming, mobile apps, or meal kit services, many companies offer subscription services as a way to generate more revenue.