Nike Fit is a VR scanning solution that measures the full shape of both feet, offering the ability to obtain the best fit for each Nike sneaker model.NikeAccording to Nike, three out three out of every five people are likely wearing the wrong size shoe. Using your phone's camera to scan your feet, Nike Fit will churn out the size you need.
"In the short term, Nike Fit will improve the way Nike designs, manufactures and sells shoes - product better tailored to match consumer needs".
The release of the feet scanning app follows the acquisition of Israeli fashion and body scanning firm Invertex past year.
Years of experimenting with augmented reality has paid off for footwear maker Nike Inc. with the company's release of Nike Fit, an AR app that helps customers make sure they get properly sized shoes.
U.S. sportswear giant Nike has unveiled a new AR feature within the Nike app that aims to help users find the flawless shoe fit.
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You can also use Nike Fit in a Nike retail store.
Store associates, or "athletes" as Nike calls them, have the technology enabled on mobile devices they carry around in stores.
"Fit is such a big friction point for our customers", Michael Martin, Nike's global head of digital products, told CNBC.
The technology also dovetails with Nike's two major initiatives - driving more people to sign up for Nike memberships and gathering more data about its customers.
Even now, after announcing Nike Fit, the retailer is keeping further applications of the technology close to its chest. This data could also be an important tool for product development in the future. "So we will and are already in the process of using this data from the thousands of people who went through our stealth tests to take a look at our lasts and understand which ones of them better represent our consumer's population as a whole, and we'll continue down that path". It does this by measuring the full shape of both feet, offering the ability to know your truly ideal fit for each Nike shoe style. There are also personal preferences, which customers can specify within the app. "No number, no gender, just your name and a custom-made pair of shoes", they end.