Nike customers will be able to virtually try on shoes thanks to a new mobile app feature.
Users of the Nike smartphone app will now be presented with the option to scan their feet when selecting their shoe size.
The Nike Fit technology collects 13 data points from the customer’s foot to create a unique profile, which is then matched to specific sizes of different shoes to offer them a best fit recommendation.
The user can store the scan on their NikePlus member profile to use for future shopping across any channel.
The proprietary technology is also available in Nike retail stores.
“In the short term, Nike Fit will improve the way Nike designs, manufactures and sells shoes — product better tailored to match consumer needs,” the company said in a statement.
“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 product. No number, no gender, just your name and a custom-made pair of shoes.”