Nike has always been on the forefront of digital arena. Their newest addition is shoe-sizing feature. Micheal Martin, the Global Head of Digital Products said on the TNW Conference main stage last month, “Nike is now a technology company-full stop.”

During his keynote in Amsterdam, Martin unveiled NikeFit- a digital foot measuring tool to ensure that you’re buying the right sized shoe.

According to Martin, wearing the correct fit can improve athletic performance and comfort. With an estimated 60 per cent of the population wearing the wrong size, Martin says that it is an age-old problem- with no solution until now.

Using computer vision, data science, machine learning, and artificial intelligence, shoppers can scan their feel on their with the Nike app. It is a nifty bit of tech that determines your shoe size in a matter of minutes.

Nike Fit was launched without publicity in several stores across United States. Beyond the tech solving the issue of shoe size, its roll out also helped to bridge the gap between Nike’s digital and physical presence.

Not only did it allow for customers to find the right fit in brick and mortar stores, but it also allowed for customers to interact more with store employees, learn about the shoes they are purchasing, and use the Nike app in a physical environment.

The melding of physical and digital is also seen in Nike’s flagship house of innovation stores. Launched in New York City and Sanghai so far, these spaces let customers use the app to scan products and purchase them with the click of a button.


The information contained in this article is for educational and informational purposes only and is not intended as a health advice. We would ask you to consult a qualified professional or medical expert to gain additional knowledge before you choose to consume any product or perform any exercise.


Aspiring journalist working for and exploring the juncture of sports, business and technology. Interested in sports economy and logistics of sports policy-making.

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