Nike, the largest shoe retailer in America, is set to launch the Nike Adventure Club, a new subscription service available to kids between 2 and 10 years old.
Pick your plan. Nike is offering three payment tiers for the service:
- $20/month for new shoes every 90 days
- $30/month for new shoes bimonthly, or six pairs per year
- $50/month for a new pair each month
More than just a box. Adventure Club members’ shoes will ship in a custom box with their name on the outside and will include an activity guide, stickers and additional goodies
- The company is creating an exclusive website where kids can find additional activities and choose their shoes.
Kids are always growing. Generating 11% growth in revenue over the past year, Nike hopes to capitalize on it’s kids business with the back-to-school rush.
How does this affect my wallet?
Branding from the ground up. Just do it. Nike built one of the world’s most recognizable brands. With the Adventure Club, they aim to build relationships with kids as young as 2 years old.
- Adventure Club GM Dave Cobban said it best: “We hope they will remember us and feel strongly toward the brand.”
Join the club. Walmart, Amazon, Ann Taylor and Urban Outfitters have all dipped their feet in the e-commerce subscription service waters which has grown 100% from 2013.
- BUT, nearly 40% cancel those subscriptions and only 55% who consider a service ultimately subscribe
Follow in Nike’s footsteps. Look for companies like Adidas, New Balance, and Asics to follow Nike’s lead into the shoe-based subscription world.
And if this works, look for Nike to expand their subscription services to other items.
Subscription services are now commonplace in all types of industry. Consumers enjoy the benefits of a monthly/yearly subscription, the ability to cancel at any time, and the constant influx of new content (or in this case shoes).
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