To use the feature, you'll navigate to a product page in the app, and next to the normal shoe size menu there will be a new option to measure your feet. This will open the iPhone camera, and the app will ask you to stand next to a wall and point the device down at your feet. Once everything is level and your feet are recognized along with the environment, your correct Nike shoe size will be showcased.
"The entire process takes less than a minute," Engadget reported.
Nike Fit will measure your feet virtually down to the millimeter size, and it can tell you if your right foot is larger than your left one, or vice versa. The company says that, based on early testing, it is quite confident on the technology, so much so that it plans to make it a core feature of its Nike app -- it's not just an experiment or a marketing move.The company plans to take this data even further, allowing retail workers to scan a QR code in your Nike app to get all of your shoe size data and build recommendations based on your profile. Employees will also have their own version of Nike Fit on smartphones to get shoe sizes of customers who haven't used the feature yet. With the data, they'll be able to scan any shoe box and have Nike's system tell them the best size and model.
The Nike Fit data is also saved permanently in the app so that you don't have to use it every time you shop for a new shoe, although different Nike styles fit differently and the app will intelligently recommend the correct size based on whether a style runs smaller or has a narrower fit.
Nike Fit will launch this July in the mobile app for United States users, and those in Europe will see the feature added later in the summer.