Nike aims sneaker subscriber scheme at US$10 billion US kids market

REUTERS: Nike Inc will launch a new subscription service for kids sneakers this week that seeks to woo parents with an offer of fewer nightmarish trips to the shoe store in exchange for a regular fee and consistent brand loyalty.

With three tiers of subscription – US$20, US$30 or US$50 a month – Nike Adventure Club is aimed at 2-year to 10-year olds and effectively gives subscribers a new pair of Nike sneakers that cost about US$50 or more once a month, once every two months or once every three. "Solving the need for parents with kids aged 2-10 years means that we are going to start building relationships through kids," the scheme's manager for Nike, Dave Cobban, said.The big challenge, he admitted, was helping parents get the right shoe for kids with constantly growing feet without trips to the mall or a series of mailed returns.

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