Nike aims sneaker subscriber scheme at $10 billion U.S. kids market

Nike Inc will launch a new subscription service for kids sneakers this week that...

- 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.

It is Nike’s latest plan to keep shoppers coming back to its brands as it struggles with strong competition from Adidas in its U.S. home market and a resurgence in retro brands like Fila and Reebok. “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.

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