Nike says shoe sizing is about more than length and width
14/05/2019
The company explained that it has developed the solution, known as Nike Fit, because an estimated 60% of consumers are likely wearing the wrong size shoe. It blamed this on the current method of sizing, which measures length and width. It says this provides only limited data, resulting in “a gross simplification of a complex problem”.
Instead, Nike Fit used a combination of data science, machine learning, artificial intelligence and algorithms to measure the full shape of both feet.
The scanning system is accessible via Nike’s own smartphone application, with customers using the camera on their phone to scan their feet. Nike Fit is said to collect 13 data points that map the shape of the foot. It is also available in Nike retail stores, where it is carried out using a specially designed mat.
Once the scan is complete, the user is offered a “best fit for you” recommendation, which, as one would expect, is limited to Nike footwear products. The size recommendation can vary depending on the shoe style selected, as different products have different optimal levels of tightness.
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