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Nike is updating its app with a new augmented reality tool that will measure your feet so that it can sell you sneakers that actually fit (via Engadget).
While this may seem like a frivolous use of AR technology, the idea is sound. Buying shoes online is difficult, mainly because you can’t try them on to see if they actually fit. Plus, brands lie about sizes, so you can never really be sure. For example, you may be a size 12 in one brand but a size 11 in another brand.
Nike shoes, in particular, famously run small in most styles, making them extra hard to buy, even if you do happen to have a Brannock device handy to know your foot’s measurements down to the millimeter.