Nike launches kids shoe subscription service “Adventure Club”
Nike is launching a kids subscription service as it seeks to cash in on the $10 billion (£8.29 billion) children’s footwear market.
“Adventure Club” will work in conjunction with Nike’s SNKRS app and offer children from ages two to 10 three different levels of subscription.
Subscribers can choose to pay $20 a month for new shoes once every three months, $30 for shoes once every two months, or $50 for shoes delivered every month.
Members will be able to choose their shoes from Nike’s vast collection and will be aided by its SNKRS app which alerts them when new shoes are released.
The footwear giant will reportedly donate or recycle the sneakers when they are returned.
Nike has already piloted the scheme with 10,000 members, but found that a small number of members struggled to get the right size shoes for children.
To tackle this Nike allows customers to “immediately order a new shoe and the new shoe comes to you before you send back the old one”, and will include a sizing chart in the form of fridge magnet in the subscription box.
Once again Nike’s apps could also step in to solve the problem with its high-tech Nike Fit app, which uses a smartphone camera to accurately determine a user’s shoe size, due to be rolled out later this month.
“About 15 per cent of the first order is generally not the right size”, Adventure Club’s manager Dave Cobban said.
“The next time less than five per cent make a mistake in ordering the right size on their second order and after that, it almost comes (down) to zero.
“Solving the need for parents with kids aged 2-10 years means that we are going to start building relationships through kids.”