Nike Inc. this week is launching a new fee-based subscription service for kids sneakers, the company announced Monday.

Nike Adventure Club will feature three tiers of subscription plans—$20, $30 or $50 a month—and is aimed at 2-year to 10-year olds. It will effectively gives subscribers a new pair of Nike sneakers that cost about $50 or more once a month, once every two months or once every three.

According to a Nike press release, “The experience of shoe-shopping for young kids is deceptively complex. At first glance, it’s all about the child – but as many parents know, it can be just as much an experience for them. The reasons why are universal: Kids’ feet are continually growing, and many kids can’t articulate what they want, even after shoebox after shoebox comes out of the backroom. (The foot size issue isn’t helped by the fact that 60 percent of people, kids included, are walking around in the wrong-sized shoe at any given time.)

“But now, a solution: Nike Adventure Club, Nike’s first footwear subscription service for children. Nike Adventure Club lets kids regularly swap Nike and Converse shoes for the right-fitting shoe as their feet—and tastes—evolve.”

“In providing footwear, we’re always trying to answer, ‘What do kids want?’” said Dominique Shortell, director of product experience and retention for Nike Adventure Club. “But an equally important question is, ‘What kind of experience are we providing for their parents?’ We want to make shopping for footwear as convenient as possible for them.”

Here’s how Nike’s first subscription shoe service for kids will work:

  • Nike Adventure Club serves kids through sizes 4C to 7Y. (That’s roughly from age 2 to 10.)
  • Choose from three tiers of subscription services, ranging from four pairs a year to 12 pairs a year. You’re free to upgrade, downgrade or pause your subscription at any time.
  • Choose from more than 100 different sneaker styles, ranging across the spectrum of performance and sportswear.
  • If you like the shoe, you can keep the pair. If you’re ready to replace it, send it back and Adventure Club will send the next pair of your choosing. Nike Adventure Club will either donate or recycle the returned sneaker.

“We see Nike Adventure Club sits as having a unique place within Nike, and not just for it being the first sneaker club for kids,” said Dave Cobban, VP of Nike Adventure Club. “It provides a wide range of options for kids, while at the same time, it removes a friction point for parents who are shopping on their behalf.”

In addition to shoes, the subscription service comes with exclusive adventure guides, filled with outdoor games and activities that parents can do with their kids. The guides are a collaborative partnership between Nike and KaBoom, a national nonprofit focused on encouraging kids to lead active, healthy lifestyles.

Nike Adventure Club will fulfill its first subscriptions beginning August 12.

Photo courtesy Nike Kids