Now, the world’s biggest trainer manufacturer, is trying to solve the problem with augmented reality (AR).
By launching a new AR solution called Nike Fit, the retailer says it can use computer vision, data science, machine learning, artificial intelligence and recommendation algorithms to measure the full shape of both your feet.
Using your smartphones camera, Nike can measure each foot individually with accuracy within 2mm so consumers can find the right shoe size.
Nike has invested heavily in sizing technology. For instance, in 2018, the brand invested in Israeli startup Invertex, a company which was using scanning technologies to develop custom orthopaedic shoes.
“Nike Fit is a transformative solution and an industry first — using a digital technology to solve for massive customer friction,” the company said.
“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 personalise product.”