Nike is changing the game to make sure you never have to wear a pair of badly fitting sneakers again.

Research suggests that more than 60% of people are in the wrong size shoes, creating a friction in the sneaker shopping experience that most of us never thought fixable. Nike's latest innovation changes everything, and promises to revolutionise shopping online and in store.

Nike Fit is a brand new scanning technology that finds your right fit in every Nike style. Using proprietary computer vision engineering, Nike Fit uses your phone camera to take a precise scan of your feet and – through 13 points of measurement – compares your foot to Nike's full footwear assortment, before recommending your best size for the Nike shoe you're interested in.

Nike Fit has been in development for more than 12 months and will launch as an update in the Nike App in August 2019. The technology will also be dropping in select Nike stores – via in-store Nike Fit mats – at a similar time. The brand says the process will ensure better fitting shoes and enhanced performance for everyday athletes, a more streamlined shopping experience, and eventually it will advise Nike on how to make footwear moving forward.

The innovation is Nike's latest step to disrupt the industry and improve athlete's performance. Internally, attention is already turning to how the concept behind Nike Fit could go on to result in a more customised sneaker experience, with technology being the gateway to creating personalised shoes for everyone. Watch this space.