Nike Wants Your Sneakers to Fit Better, So It's Using AR

Sometime last fall, a man walked into the Nike store in Pasadena, California. He was a runner, it was a running-centric store, and he was there to buy a pair of running shoes just like the ones he had worn in the past. The clerk asked him if he'd be willing to have his feet measured a new way. "I'm a 9," the runner said. "I've always been a 9. Just give me a 9." Still, he relented. The runner walked out with a size 10. What size shoe do you wear? Wait, let's make that more specific.