Retail giant Nike has launched the Nike Adventure Club, which sends a pair of Nike or Converse kicks at regular intervals. Aimed at children aged roughly from two to 10-years-old, families can get the sneakers on a monthly, bimonthly, or quarterly basis (four pairs each year for $20 per month, six annual pairs for $30 per month and 12 pairs for $50 per month). Customers can choose what style they want, from performance shoes for sport to casual everyday sneakers, and they can also skip months and easily swap sneakers if they don't fit or their kid doesn't like them.

Nike brought on 10,000 families from its customer base to test it out, and ultimately found that the parents most interested in this program were people who valued convenience and time over price. Kids grow out of their outfits very fast and families don't find the time to shoe shop with them. Nike is also pitching this program as a way to make kid's shoes more sustainable. When your child grows out of a pair or they get worn out, you can send shoes back (even non-Nike shoes)—either in the Adventure Club box or by requesting a prepaid shoe bag—to the company. If a shoe is in good condition, Nike will donate it to a non-profit; otherwise it will recycle it through its Grind program, which breaks down athletic footwear to turn it into other products, including running tracks and playgrounds.

Nike joins Target, Gap and plenty of others in focusing on a box subscription service for kids as retailers try to target busy parents with a convenience offering.