Sports footwear and clothing giant Nike has embraced data science, machine learning, artificial intelligence and recommendation algorithms to launch a new digital shoe measurement tool which it claims will not only be far more accurate than anything else on the market, it will also improve performance and slash the firm’s costs.
Nike Fit has been designed to measure each foot individually using a smartphone camera, enabling accuracy within 2mm, so that consumers can find the right shoe size.
The company claims that in North America alone, three-fifths of people are walking around in the wrong size shoe and insists that length and width are not sufficient to get a comfortable fit.
The new system collects 13 data points mapping foot morphology for both feet, and this information can be stored for future use; there is also a guest mode for family and friends.
“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, [which will be] 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 the product.”