Nike has launched an app setting that provides "hyper-accurate" sizing recommendations for each of its shoes by scanning your feet with a smartphone camera.
Called Nike Fit, the tool ? available as both in-store and at-home options ? aims to address the problem of customers ordering and wearing the wrong-fit shoe.
"Three out of every five people are likely to wear the wrong size shoe," said Nike. "Length and width don't provide nearly enough data to get a shoe to fit comfortably. Sizing as we know it is a gross simplification of a complex problem."

The tool ? which is a part of the existing Nike app ? uses augmented-reality technology to scan your feet with a smartphone camera, mapping each foot's dimensions using a 13-point measuring system. The sizing predictions are programmed using artificial intelligence, meaning that the more people use it, the more accurate it will become.
Nike hopes the tool will reduce the number of size-related returns and increase customer satisfaction.
To gauge the correct shoe size, users are asked to stand with their feet facing against a wall with socks that contrast with the colour of the floor. The frame is then calibrated by moving a line to mark the base of the wall. A photo is then taken of the feet using the phone camera.

The information collected is used to suggest the best fit for every shoe in Nike's catalogue, in UK, US and European size conversions.
"For example, if you have used Nike Fit to s...