Nike has unveiled a new AR feature within its app that will help users find their perfect shoe fit. The new feature uses a combination of computer vision, data science, machine learning, artificial intelligence and recommendation algorithms into one scanning action. Using your smartphone’s camera, Nike Fit will scan your feet, collecting 13 data points mapping your foot morphology for both feet within a matter of seconds. This hyper-accurate scan of your unique foot dimension can then be stored in your NikePlus member profile and easily used for future shopping online and in-store.You can also use Nike Fit in a Nike retail store. This experience leverages a specially developed Nike Fit mat (rather than a wall) and allows store athletes to help recommend the best fit for whatever Nike shoe you’re shopping.
“Nike Fit is a transformative solution and an industry first — using a digital technology to solve for massive customer friction. In the short term, Nike Fit will improve the way Nike designs, manufactures and sells shoes — product better tailored to match consumer needs. A more accurate fit can contribute to everything from less shipping and fewer returns to better performance. The ultimate goal is to, eventually, totally personalize product. No number, no gender, just your name and a custom-made pair of shoes.