You’re Probably Wearing The Wrong Size Sneaker, And Nike Wants To Help

As the world’s largest sneaker company, Nike appreciates how complicated it can be to know your correct shoe size. “Every year we’re getting more than half a million complaints about size and fit from our consumers,” says Michael Martin, the company’s vice president of direct product, growth, and innovation. In Nike stores, its sales associates—”athletes” in company parlance—usually have to pull at least two pairs of shoes for every person who tries on a style. Size and fit issues, Martin adds, are the top reason people return shoes purchased online, which makes customers unhappy and costs Nike time and money, particularly as its direct-to-consumer sales keep growing. Read more at Quartz.