Difficulties with guessing the true size of things bought in online stores have long been not only a source of jokes, but also a brake on all online commerce. Nike decided to make a contribution to this task and developed a virtual shoe fitting service. It is called Nike Fit and allows you to accurately measure the parameters of a particular leg, using only a smartphone.
To do this, you need to take off your shoes, stand barefoot or in your socks against the wall, level your legs and aim the back camera of your smartphone on them. Following the instructions of the application, align the device horizontally, then wait for the application to scan your feet. It takes only a few seconds, during which the distances between 13 key points for each leg are measured.
How exactly is the calculation of the ideal shoe size is a trade secret? Firstly, Nike’s advanced specialized AI is doing this, and secondly, data from each dimension is collected and used in commercial activities. This is valuable information - shoe manufacturers would like to be able to “recognize the legs” of a customer and offer him the best product.
The benefit for users is obvious - minimizing the risk when buying shoes and reducing the time to search for goods after the data gets into the system. Plus, the number of returns is significantly reduced, which gives an impetus to the development of the entire direction.