The development of the fit technology stems from Nike's 2018 purchase of Israeli computer-vision startup Invertex Ltd. The lasts (shoe models), materials, lacings and performance intent for each style is different from the next, and the wide variety of foot shapes make it hard to remove the fit variance for a given customer.
Nike, the world's top sneaker maker will end the pain of choosing the wrong shoe size with a technological solution that scans the user's feet to choose the right shoe.
With this new feature, though, Nike says it'll be able to measure each foot individually, including the size, shape, and volume, and it's accurate within 2 millimeters, too.
Once you've scanned your feet, you will be offered a "best fit for you" recommendation for that footwear wherever you shop - in the app or in store.
The business of foot sizing has been dominated by 92-year-old Brannock Device Co. and its ubiquitous measuring tool.
While shopping within the Nike app, when you go to select your size, there will be a new option that asks whether you'd like to try Nike Fit. In physical stores, the foot scanning will be done by a sales associate.
Nike Fit will be available in the official Nike app later this year. Customers can also use the feature at home and save the digital scan to their Nike Plus profile so that every time a shoe is selected their recommended size will already be pulled up.
Nike says in the short term, Nike Fit will improve the way it designs, manufactures and sells shoes, allowing products to be tailored more closely to consumer needs. As someone who wears different sizes in Air Max and Epic Reacts, because the latter tend to be narrower and run smaller, Nike Fit suggested my right fit was between 10 and 11 for all its products - and that'll come in handy the next time I'm buying a pair.
Even now, after announcing Nike Fit, the retailer is keeping further applications of the technology close to its chest. Such accuracy is possible by matching your measurements with internal data of each shoe model as well as consumers with similar-sized feet. The entire process takes seconds. Custom-created shoes are not only expensive and environmentally unfriendly, but Martin also believes that their current approach will create a better fit than custom-made shoes would.