As you can probably imagine, there's one big problem with a last—especially the one that Michael Martin, Nike's VP of digital products, slides to me across a table. The last is transparent, and embedded within it is a yellow plastic foot created from a 3D scan. Mostly within, at least: The instep smashes visibly against the edge of the last, and at the base Nike Roshe Run Mujer of the big toe the yellow foot extrudes outside of the last. "If the shoe that was designed around that last was designed with one of our more flexible fabrics, then that toe is not going to be such a problem," Martin says. "If it's Nike Air Max Thea Femme a basketball Adidas ZX 750 Womens shoe—even, like, an Air Jordan Nike Air Max 95 Femme 1, made out of leather—then that toe is going to end up in a Adidas Ultra Boost Womens world of pain pretty quickly."

Like a lot of other shoe companies, Nike's been trying to improve fit for decades. When Bill Bowerman and Phil Knight founded Nike back in the mid-’60s, Bowerman, a track coach, used to trace runners' feet and then customize lasts to design shoes specifically for them. As the technology got better, Nike would take 3D scans of athletes' feet and in 2000 tried something new with the Air Presto, a "T-shirt for your feet" that threw away conventional shoe sizes in favor of a clothing-like S/M/L/XL system. (While the original Presto was comfortable, Martin allows, it didn't really give the security you'd want for most sports.) In recent years, the company created its Adapt self-lacing technology for what Nike Air Presto Mujer it sees as the Nike Air Max TN Mujer next generation of fit. Nike Air Max TN Mujer But none of those things Nike Air Max Command Mujer solves the original problem—not every Nike Air Max 90 Mujer shoe is going to fit every foot the same way.

Meanwhile, augmented reality was shouldering its way into the mainstream. Nike saw AR's potential to help with fit, but the company knew it would need an assist. Looking to the world of startups, Nike found the help it needed in a Tel Aviv company called Invertex. Invertex, which had originally been founded to make custom orthotics, soon figured out that it could use machine learning and computer vision to do something much more difficult—get as much information about your foot using a smartphone camera as a laser 3D scanner could. Not just length and width but shape, volume, and other categories that help determine your overall morphology.The in-store and at-home versions of Nike Fit Nike Air Max 2017 Femme will be similar,www.jonhaylett.co.uk though not identical. Nike Air Max 97 Dam The cooler bit, arguably, Nike Air Max 270 Femme happens at home. While Pokemon Nike Air Max 90 Femme bouncing around in a park are cool, and seeing how a couch might look in your living room could come in handy, this feels like a remarkably useful application of phone AR.