There's A New Way To Buy Your Kids Sneakers

Nike

I grew seven inches when I was in second grade. My two younger brothers are two years behind me and about a year and a half apart in age but were roughly the same size as each other in grammar school. If my memory serves me correctly, my mom bought everything a little big for me as it seemed to be a trend for me to grow into it (and quickly out of it), and the boys were able to use my hand-me-downs sometimes. As this was before the first e-commerce sales took place in 1995, when it was time for new shoes, my mom would have to drag her three children under the age of 7 to whatever mall, have my feet measured in the shoe store, find something that fit me, and buy it. 

Even now, shopping for children’s shoes online could turn into a what-size-are-they-now guessing game. 

This week, Nike launched Nike Adventure Club, a sneaker subscription service for children’s shoes. Touted as “the first sneaker club for kids” by the brand, the service is an online, on-demand subscription service to help keep fast-growing kids between the ages of 2 and 10 (or sizes 4c to 7Y) in the correct sized sneakers while removing the hassle of in-store shopping for the parents. New styles are available four times a year, seasonally. 

Nike

For the kids, the UI offers them a bit of perceived autonomy in selecting sneakers from over 100 pairs of Nike and Converse in performance, streetwear, energy or seasonal categories as they don’t have to enter any payment information and they are only shown their size, eliminating that in-store feeling of finally settling on a pair only to find out they're sold out of the size needed. And, when they receive their shoes in the mail, they get an easy-open, personalized box that includes their selected shoes, an activity packed Adventure Guide focused on getting kids moving, and a measuring guide to keep up with their growth. 

There are three tiers for parents to choose from, and the subscription can be adjusted or paused at any time. Four pairs a year is a $20 monthly fee, six pairs a year go for $30 a month, and $50 a month gets a new pair every 30 days. 

As an added bonus, Nike will dispose of any used or unwanted shoes for you, even ones that didn’t come from the subscription (or the brand) themselves. Through Nike Grind, the brand recycles disposed sneakers and excess manufacturing materials into 18 different types of surfaces that can be leveraged as turfs, tracks, and other sporting floors. Should any shoes that are in good shape end up sent in, they will be donated to select non-profits. Nike sends a pre-addressed bag to send unwanted shoes twice a year, or if parents save their personalized boxes, shoes can be returned in those as well. 

Paying roughly the same as parents would otherwise for shoes to show up in custom shoe boxes without a trip to the mall only later to be ethically disposed of (cost-free) seems like the simplest way to start taking things off the back-to-school checklist this August.

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Nike

I grew seven inches when I was in second grade. My two younger brothers are two years behind me and about a year and a half apart in age but were roughly the same size as each other in grammar school. If my memory serves me correctly, my mom bought everything a little big for me as it seemed to be a trend for me to grow into it (and quickly out of it), and the boys were able to use my hand-me-downs sometimes. As this was before the first e-commerce sales took place in 1995, when it was time for new shoes, my mom would have to drag her three children under the age of 7 to whatever mall, have my feet measured in the shoe store, find something that fit me, and buy it. 

Even now, shopping for children’s shoes online could turn into a what-size-are-they-now guessing game. 

This week, Nike launched Nike Adventure Club, a sneaker subscription service for children’s shoes. Touted as “the first sneaker club for kids” by the brand, the service is an online, on-demand subscription service to help keep fast-growing kids between the ages of 2 and 10 (or sizes 4c to 7Y) in the correct sized sneakers while removing the hassle of in-store shopping for the parents. New styles are available four times a year, seasonally. 

Nike

For the kids, the UI offers them a bit of perceived autonomy in selecting sneakers from over 100 pairs of Nike and Converse in performance, streetwear, energy or seasonal categories as they don’t have to enter any payment information and they are only shown their size, eliminating that in-store feeling of finally settling on a pair only to find out they're sold out of the size needed. And, when they receive their shoes in the mail, they get an easy-open, personalized box that includes their selected shoes, an activity packed Adventure Guide focused on getting kids moving, and a measuring guide to keep up with their growth. 

There are three tiers for parents to choose from, and the subscription can be adjusted or paused at any time. Four pairs a year is a $20 monthly fee, six pairs a year go for $30 a month, and $50 a month gets a new pair every 30 days. 

As an added bonus, Nike will dispose of any used or unwanted shoes for you, even ones that didn’t come from the subscription (or the brand) themselves. Through Nike Grind, the brand recycles disposed sneakers and excess manufacturing materials into 18 different types of surfaces that can be leveraged as turfs, tracks, and other sporting floors. Should any shoes that are in good shape end up sent in, they will be donated to select non-profits. Nike sends a pre-addressed bag to send unwanted shoes twice a year, or if parents save their personalized boxes, shoes can be returned in those as well. 

Paying roughly the same as parents would otherwise for shoes to show up in custom shoe boxes without a trip to the mall only later to be ethically disposed of (cost-free) seems like the simplest way to start taking things off the back-to-school checklist this August.

Following a year as the editor of the style and sneakers channels at Complex, I started boundlessly freelance writing for sites like Esquire, W Magazine, GQ, iD, Dazed, ...