• Nike Adventure Club works to remove a "friction point" for parents who are shopping on their children's behalf."
Nike Adventure Club is Nikes first footwear subscription service for children

Nike Adventure Club is Nike's first footwear subscription service for children

US sporting goods giant Nike has launched its first footwear subscription service for children in a move it says will make shopping for youngster's shoes as convenient as possible – but which also builds a direct-to-consumer connection with the next generation of customers.

The experience of shoe-shopping for young kids is deceptively complex as children's feet are continually growing and many can't articulate what they want. But with the new Nike Adventure Club, the company lets kids regularly select Nike and Converse shoes as their feet – and tastes – evolve.

"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. "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."

Serving children through sizes 4C to 7Y, or roughly from age two to ten, Nike Adventure Club allows parents to choose from three tiers of subscription services, ranging from four pairs a year to 12. Subscribers can upgrade, downgrade or pause a subscription for free at any time.

More than 100 different sneaker styles across the spectrum of performance and sportswear are available. If subscribers like the shoes they can keep them; and if they're ready to be replaced, users can send the shoes back and Nike will either donate or recycle the returned sneakers.

The new service "has a unique place within Nike, and not just for it being the first sneaker club for kids," says Dave Cobban, global manager of Nike Adventure Club. "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."

In addition to shoes, the subscription service comes with adventure guides featuring outdoor games and activities that parents can do with their kids. The guides have been put together with KaBoom, a national nonprofit focused on encouraging kids to lead active, healthy lifestyles.

Several businesses have moved to a subscription model in recent years including Under Armour and Old Navy, which launched a kids' subscription service in 2017. More recently, Walmart stepped into the world of subscription apparel in a partnership with Kidbox.