Nike is getting into the subscription business with a new footwear concept for kids.
The sportswear giant has launched Nike Adventure Club, a pay-monthly service that lets parents sign up to receive four, six or 12 pairs of Nike and Converse shoes per year for their children, as reported by WWD. The shoes -- which run from sizes 4C to 7Y -- are shipped in personalized boxes, and shoppers can choose from a range of over 100 different styles. The plan also features a recycling service that allows parents to send shoes ready to be replaced back to Nike to be recycled or donated.
The shoes will be delivered alongside ‘adventure guides' that offer parents inspiration for outdoor games and activities; the result of a collaboration between Nike and the non-profit organization KaBoom.
"In providing footwear, we're always trying to answer, ‘What do kids want?'" says Dominique Shortell, Director of Product Experience and Retention for Nike Adventure Club, in a corporate post. "But an equally important question is, ‘What kind of experience are we providing for their parents?' We want to make shopping for footwear as convenient as possible for them."
Subscription fashion services for children are on the rise: this July, the online personal styling service Stitch Fix announced a children's platform offering kids a range of curated fashion pieces picked to suit their personality and style.