Economy

Nike aims sneaker subscriber service at $10-billion US kids market

Nike aims sneaker subscriber service at $10-billion US kids market

When you're sent a pair that you like, you can keep it, but when your kid outgrows it or decides they don't like it, you can send it back to be recycled or donated and receive a new pair. The first tier gets you a new pair of shoes every 90 days - so four pairs a year - for $20 a month.

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.

Nike has good reason to get into the subscription box services game, according to Greg Petro, CEO of predictive analytics company First Insight, who noted that his firm's latest research shows about 25% of consumers now use a subscription box.

Today, the retail giant launches the Nike Adventure Club, which will send a pair of Nike or Converse kicks at regular intervals.

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Kids' feet are constantly growing, so the need to buy expensive shoes for them is a continual thing that lasts years.

"We've discovered a huge pain point for parents around shopping for kids' shoes", Dave Cobban, general manager of Nike Adventure Club, told CNN Business. Parents and kids will be able to choose from a selection of around 100 sneakers.

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. Each box will be delivered with the kid's name, complete with a sticker pack, a guide for games and activities, and a bonus gift like a backpack. The guides are a collaborative partnership between Nike and KaBoom, a national nonprofit focused on encouraging kids to lead active, healthy lifestyles. "Not only do they provide shoppers with convenience, but they also serve up items in a smart way based on insights gathered on real-time preferences and purchase behavior".

Subscription clubs for clothing, meals and razors have changed the way people shop.


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