Nike has long been a household name in shoes. And as many families prepare for back-to-school shopping, the company has announced the Nike Adventure Club. For $20 a month, this subscription-based club for kids ages 2 to 10 allows parents to pick four pairs of shoes each year, from three different styles.
According to the company, the idea behind the Club was “to make shopping for footwear as convenient as possible.” Given the speed at which kids tend to outgrow their shoes and the rate at which kids’ tastes evolve, the Club was presented as a win-win for all. But has it piqued parents’ interest?
CivicScience asked more than 1,400 U.S. adults about their interest in the Nike Adventure Club. The data, which excludes those to which this does not apply, reveals that 6% are very interested, while 10% are somewhat interested.
Those most interested in the Club are young parents, already a prime Nike demographic age-wise.
Interest is also high from those who earn $50k or less a year, which makes sense for the younger generations. But is it because they want to save money?
The data confirm that saving money may not be top-of-mind for those interested. Those who would like to give the Club a try also admit they struggle to control their spending.
That said, those who have one or two school-aged children find the Club the most appealing. This makes sense, as younger parents are most interested in subscribing and may only have one or two children at the moment. And, shopping for two kids at a time can be a lot to take on, as Nike has in mind.
Brand Loyalty Plays the Biggest Role
With money or budgeting a non-issue, the data suggest that the appeal of the Club may lie in its ability to hit a sweet spot of brand and price–an important factor for those generally shopping for clothing and accessories.
It follows, then, that those who are already loyal to the Nike shoe brand themselves could consider the Club a perfect balance that meets all of their needs.
Ultimately, the Nike Adventure Club may not be a one-size-fits-all approach to appeasing parents and kids. But for those who already trust and love the brand, this could be a perfect fit. And for those neutral or unfavorable to Nike shoes, the Club could be a deal that is too good to miss.