Nike has been experimenting heavily with augmented reality for a few years now, and the company is continuing to work on new experiences powered by the technology.
The sportswear giant is now introducing Nike Fit, a feature that uses a combination of computer vision, scientific data, artificial intelligence and recommendation algorithms to scan your feet and find the right shoe fit for you.
There are already startups which measure one for a fitted shirt using the phone, so shoes makes sense as well. And Adidas has been pushing the Speedfactory for some time as a promise to be able to measure one’s feet and make fitted sneakers in just a few minutes. I’m looking forward to things getting more and more personalized over time as we can manufacture items just when we and where we need them.