Nike deployed Nike Fit, an AI-powered foot-scanning feature built into the Nike App, starting in July 2019. The tool uses a smartphone camera to scan a customer's feet and recommends the best-fitting shoe size for each Nike model.

Nike Fit uses a proprietary combination of computer vision, data science, machine learning, and recommendation algorithms. The app takes a smartphone camera scan of the customer's feet as input, collects 13 data points mapping foot morphology for both feet in seconds, and outputs a recommended size range for each Nike shoe model. The sizing predictions improve over time as the machine learning models are trained on more scans. Nike built the technology following its 2018 acquisition of Invertex, an Israeli computer vision company. The scan data is stored in the user's NikePlus member profile for future purchases online and in-store.