Nike is launching Nike Fit this July in North America to solve what it calls 'a massive source of friction for the industry as a whole:' finding the right size shoe.
Nike, the biggest sneaker maker in the world, wants to solve a problem it knows far too many people have: Which size shoes will fit?
Now, Nike says it has a solution. The company will launch Nike Fit, a service being added in North America this July to its mobile app and in stores. Nike Fit will scan customers' feet and tell them what size shoes they should be wearing. The service will roll out to Europe in August, moving to other international markets soon after.
At its core, Nike Fit will work when a customer opens the Nike app, selects a shoe to buy, and then instead of selecting a numerical size, the shopper will be presented with the option to scan his or her foot straight from a smartphone. A scan can take less than 15 seconds. And then Nike Fit will recommend a size, for that particular shoe in consideration, based on the scan.
In 2018, Nike spent an undisclosed amount to acquire Invertex, a computer-vision firm based in Tel Aviv, Israel, to make Nike Fit possible. Years before this deal was finalized, Invertex had already begun working on a way to scan feet via a smartphone and make sizing recommendations, using machine learning.
Then, there are a handful of up-start sneaker makers that have been looking for ways to solve this problem, too. Beyond educating its customers on sizing, and hopefully helping more people avoid injuries from wearing the wrong size shoe, this technology could also be a financial boon for Nike, with its dominant position in the sneaker industry.
In 2018, 64% of Nike brand revenues came from footwear — shoe sales were $22.27 billion out of $34.49 billion in total sales. That doesn't include sales from Converse, which operates as a separate business within Nike, and so Converse sneakers won't be compatible with Nike Fit. "We've never had any data coming back to understand just how accurate is that distribution," Martin said.
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