Nike has just announced a new function called Fit.
According to Nike, 60% of people at any time are wearing the wrong size shoe and half a million people in North America complain about purchasing the wrong size shoe every year. To fix this problem, the Swoosh has created Fit to fully measure a person's foot.
When you go to select your size in Nike's app, there will be an option to try Nike Fit. The function uses your camera to take a scan of your entire foot and collects 13 points of data to store in your NikePlus profile which then returns the exact size you should purchase in Nike silhouettes.
By measuring the full size of your foot, Nike hopes to transform the shopping experience in-store and online so all of its customers can leave with the appropriate size shoe.