Nike's plan for better-fitting kicks: Show us your feet | AP business

Nike's plan for better-fitting kicks: Show us your feet | AP business”

Nike incorporated the company's artificial intelligence and digital capabilities including a technology known as FootID.

Nike is no stranger to modern technology, having partnered with tech companies and wearable device makers. The company says it'll integrate this into its app as a primary feature for measuring shoes, and that it'll use it at its retail stores as well.

The world's largest sneaker company is launching Nike Fit, an addition to its app that lets customers scan their feet at home and provides their proper size in various models. In physical stores, the foot scanning will be done by a sales associate. But if they do, they'll only have to scan their feet once and Nike's apps, websites and stores will know your dimensions every time you need to buy sneakers. For instance, if continuing to shop on the app, a customer won't see a run of sizes anymore - just the size they require for a particular shoe.

United States sportswear giant Nike has unveiled a new AR feature within the Nike app that aims to help users find the ideal shoe fit.

"Bad fit is a barrier to sport. If your shoes don't fit well, then you're not going to perform as well and perhaps you're not even going to engage in sport that day", Martin said in an interview, commenting on the brand's mission to get more customers out and active every day. It'll also tell the user if their left foot is bigger than their right, and vice versa. "The whole brand - you just don't fit me, ' and that is not a great situation for us to be in". Industrywide, the company says, 27% of shoes bought online are returned for that reason. It then not only gives you the measured size but also some information about that shoe size, like how many people on the planet have similar feet.

Martin said that today's shoe sizes are based on a system that dates back hundreds of years. 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.

"This is not about improving sizing because sizing is a lie, from our perspective", Martin said. "Sizing as we know it is a gross simplification of a complex problem", explained the company in press release.

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