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Nike hopes parents will sign up for kids’ sneaker club

Meghan McCarty Carino Aug 12, 2019
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People walk by a Nike store in Manhattan in 2018 in New York, New York.
Spencer Platt/Getty Images

The children’s sneaker industry is worth $10 billion a year, and Nike is aiming to bypass traditional retail stores in that market and go directly to consumers with a new subscription service called Adventure Club.

Designed for kids ages two to 10, parents would pay from $20 a month to get four pairs of shoes a year, up to $50 a month for 12 pairs. Other subscription services in the clothing sector are also expanding into the kids clothing market. But do kids really need that many shoes a year? That may be a deciding factor for some parents.

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