For years, the go-to method for figuring out a "correct" shoe size was placing feet in the Brannock devices at local sneaker stores to measure its height and width. But while the system works, it certainly has its flaws. According to Nike, three out of five people are currently walking around wearing the wrong size sneaker. The brand aims to combat this problem with its latest innovation, Nike Fit.
Nike Fit is a digital measurement tool that scans the entire foot to get its full shape. The goal is that using Nike Fit will provide each user with the "perfect" shoe size by collecting 13 data points that map an individual foot's morphology with high levels of accuracy.
The tool will be a new option featured on the Nike app. Before purchasing a pair of sneakers, customers will have the option to find their size with Nike Fit. Upon selecting the option, the app will walk each user through a scanning process using their phone's camera and provide an accurate size within seconds. The results will be able to be stored in the app for future purchases as well. Nike Fit mats will also be installed at Nike's various retail locations.
This more exact sizing means that customers may not necessarily wear the same size in every shoe. The data collected could say a user wears one size in a Nike Cortez, but a completely different size in the Nike Air Zoom Pegasus because of the difference in shape and intent. One is a lifestyle sneaker, while the other is meant for performance running.
Look for the Nike Fit option to be implemented into the Nike app in the near future. An exact launch on the platform has yet to be announced.