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Nike unveils its 1st kids kicks subscription box: "4 pairs/year for $20/month"

Tuesday, August 13, 2019 by Snacks

If baby Jordan went back-to-school... he'd subscribe. A stealthy sneaker club startup called Easy Kicks has been delivering shoes to 10K member families. Turns out it was Nike all along. Easy Kicks just got rebranded as "Nike Adventure Club" for kids 2-10, and it's Nike's 1st-ever subscription service:

  • The tiers: 3 options — Get 4 pairs of sneakers per year for $20/month, 6 pairs for $30/month, or 12 pairs for $50/month.
  • The feel-good: Send back the kicks and Nike donates or recycles them.
  • The asterisk: Pediatricians say that's way too many shoes for even fast-growing kids.

Subscriptions — so hot right now... From Dollar Shave Club razors to Lola tampons, subscriptions guarantee recurring revenues for the biz and build brand loyalty (plus, customers don't have to shop/think anymore). Now, Kid-scriptions are gaining traction because they grow so fast (😭) they constantly need new stuff. Here's who else has boxes for size "24 months" up to "16 husky":

  • Walmart partnered up with kids' clothing startup Kidbox.
  • Foot Locker invested in Kidbox rival Rockets of Awesome.
  • Algorithm-powered fashion subscription Stitch Fix launched a kids version last year.
THE TAKEAWAY

It's all about the upgrade... The biggest surprise for Nike was how offering different price tiers let users test it — and then commit. Intensely. Most began at the cheap $20/month option, craving more adorably small kicks. And then they paid up for the fancier tier ("just $10 more for 2 more pairs!"). Nike's pricing strategy was the real winner.

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