A customer picks up a Nike shoe and decides which size they want to buy.
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BEAVERTON, Ore. – Nike is about to change the way you buy shoes – at least when you buy its brands.
The sneaker maker is launching a service called Nike Fit in North America in July, and it thinks it will open consumers’ eyes.
Most people don’t realize they have a fit problem. At any one time, 60% of consumers are wearing the wrong shoe size, according to industry research. And, besides the obvious discomfort, improper sizing can lead to foot injuries that sideline you.
“It’s going to make life a lot easier,” said Heidi O’Neill, head of Nike Direct, Nike’s direct-to-consumer business unit. “This is going to have a virtuous impact on [our] business too. … We think it’s a problem that people have been trying to solve for a long time.”
Nike Fit will be available in Nike’s existing mobile app and in its stores. Customers will scan their feet (using a smartphone at home) and receive purchase recommendations based on the morphology of their feet, down to the millimeter. As a Nike Fit user, you may learn that you wear an 8.5 Jordan women’s shoe, but a 7.5 Nike Pegasus running shoe, because they are completely different styles for different cases. of use.
“We’re going to have to educate consumers,” said Michael Martin, global head of Nike’s Digital Products division. “We need adults to realize that their height…continues to change as you grow into an adult. Most people think that once you hit 17 you never touch [a Brannock measuring device] again.”
But your feet will change if you’re a runner and run more and more, Martin said. And then children’s feet are constantly changing to larger sizes, he added. For parents, “Nike Fit is a game changer”.
Ultimately, O’Neill and Martin said Nike aims to use the data gathered from all those Nike Fit scans to create shoes that fit better on the feet. The information will also help it stock a better mix of sizes in its stores, which means better choices for shoppers.
Here’s how Nike Fit will work.
You will make a selection of shoes. Choose to open Nike Fit. Scan your feet in less than 10 seconds. Nike Fit will then tell you which size you should buy for that particular shoe.
Shoppers will also be able to visit Nike stores and have a similar experience, but store employees will help with scanning on in-store devices.
Credit: Jessica Golden, CNBC
After the United States, Nike Fit will arrive in Europe in August. And international markets, like Asia, soon after.
A photo of Nike’s European campus in Hilversum, the Netherlands.
Robin van Lonkhuijsen | AFP | Getty Images