Developing a Minimum Viable Subscription Product at Nike with Dave Cobban

Subscription Stories: True Tales from the Trenches

Launching something new is always tricky. It can be especially challenging be entrepreneurial inside a global brand like Nike. You want to align with the broader goals of the organization while also staying nimble and creative. When you’re also introducing subscription models into a transactionally oriented organization, the stakes are even higher.

Dave Cobban spent over 12 years at Nike, many working with the innovation team. A few years ago, as a result of his work as part of a team looking at driving exponential growth at Nike, Dave identified an opportunity for subscription commerce as a potential way to achieve several key Nike objectives. Dave incubated and developed what has come to be known as “Nike Adventure Club,” a shoe subscription for children.

Today, Dave is a co-founder of Unbrkble, an organization that helps start-ups and scaling businesses stay close to their customers as they launch and scale their own businesses.

In this interview, Dave and I talk about how to start small with your subscription offering while thinking big, incorporating sustainability into an eCommerce strategy, and best practices for defining your subscription MVP.

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