With new Fit technology, Nike calls itself a tech company

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In 1927, Charles Brannock, the son of a local shoe company owner in Syracuse, N.Y., invented the Brannock Device. The steel measurement tool with five scales has been the most effective way in the U.S. to find an accurate shoe size.

Industry-wide, 60% of consumers are wearing the wrong-sized shoes. Not only is there a discrepancy among different styles of shoes (high heels to leather boots), sizing can often differ from brand to brand within one type of shoe (like adidas sneakers to Nike  sneakers) and even silhouette to silhouette within a singular brand.

For instance, I’ve owned Nike React Epic sneakers with Flyknit technology in a women’s size 10. I have men’s suede Nike Air Max 95s in a 9.5. All of my men’s Air Jordan 1s are comfortably a men’s size 8.5, but I have a women’s pair in an 11, and my Air Jordan 4s are an 8. Meanwhile, my Nike Air Max 720s feel decidedly too small at a men’s 8.5. And this is all within one brand.

Reported by TechCrunch