NIKE is updating its app with a new augmented reality tool which measures your feet with perfect accuracy. the feature, which uses your smartphone camera to scan your feet, collecting 13 data points mapping your foot morphology for both feet within a matter of seconds.

NIKE app now uses AR to measure your feet with perfect accuracy

images courtesy of NIKE

 

 

‘the system the industry uses to determine shoe size is antiquated‘, NIKE explains. ‘it’s not just the equipment — essentially a foot ruler with a measurement scale based on a barley corn kernel–but the concept of sizing itself. length and width don’t provide nearly enough data to get a shoe to fit comfortably. sizing as we know it is a gross simplification of a complex problem.‘

 

 

NIKE fit uses a proprietary combination of computer vision, data science, machine learning, artificial intelligence and recommendation algorithms. according to engadget’s report, it works by measuring measuring the full shape of each foot individually – the size, shape, and volume – with accuracy within 2 millimetres. it then matches your measurements to the internal volume already known for each of its shoes, and the purchase data of people with similar-sized feet.

NIKE app now uses AR to measure your feet with perfect accuracy

 

 

the feature will work when a customer opens the NIKE app, selects a shoe to buy, and then instead of selecting a numerical size, is presented with the option to scanning their feet. a scan can take less than 15 seconds before NIKE then recommends a size for that particular shoe.

 

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NIKE fit is part of NIKE’s efforts to sell more products directly to consumers through its own shops, website and mobile app. it should also help save a lot when it comes to shipping if it actually helps consumers purchase the correct size. the update should be rolling out in NIKE’s app in july in the us, and there are plans to bring the feature to europe in august.