Nike is about to change the way you shop for shoes — at least when you’re shopping its brands.

　　耐克将改变你购买鞋子的方式——至少当你购买耐克品牌的鞋子时是这样。

　　The sneaker maker is launching a service called Nike Fit in North America in July, and it thinks it will be eye-opening for consumers.

　　这家运动鞋制造商将于今年7月在北美推出一项名为Nike Fit的服务，它认为这将让消费者大开眼界。

　　Most people don’t realize they have a fit problem. At any given time, 60% of consumers are wearing the wrong shoe size, industry research shows. And, other than the obvious discomfort, poor sizing can lead to foot injuries that put you on the sidelines.

　　大多数人没有意识到他们有健康问题。行业研究显示，在任何时候，60%的消费者都穿错了鞋码。而且，除了明显的不舒服之外，不合适的尺寸还会导致足部受伤，让你下场退到一边去。

　　“This is going to make a lot of lives easier,” said Heidi O’Neill, head of Nike Direct, Nike’s direct-to-consumer business unit. “It’s going to have a virtuous impact on [our] business as well. ... We think this is a problem people have been trying to solve for a long time.”

　　耐克直接面向消费者的业务部门Nike Direct的负责人海蒂•奥尼尔(Heidi O 'Neill)表示:“这将让很多人的生活变得更轻松。”“这也将对(我们的)业务产生良性影响。我们认为这是一个人们长期以来一直试图解决的问题。”

　　Nike Fit will be available within Nike’s existing mobile app and at its stores. Customers will scan their feet (using a smartphone at home) and receive purchase recommendations based on the morphology of their feet, down to a millimeter preciseness. Being a user of Nike Fit, you might learn you wear an 8.5 women’s in a Jordan shoe, but a 7.5 in Nike’s Pegasus running shoe, because those are completely different styles for different use cases.

　　耐克Fit将在耐克现有的移动应用程序和商店中提供。顾客将扫描他们的脚(在家里使用智能手机)，并根据他们脚的形状收到购物建议，精确到毫米。作为耐克Fit的用户，您可能会了解到您穿Jordan鞋穿的是8.5 码women 's，而在Nike Pegasus跑鞋中穿的是7.5码 women 's，因为对于不同的鞋，这是完全不同的风格。

　　“We are going to have to educate consumers,” said Michael Martin, global head of Nike’s Digital Products division. “We need adults to realize their sizing ... continues to change as you are an adult. Most people think that once you hit age 17 you never touch [a Brannock measuring device] again.”

　　“我们必须教育消费者，”耐克电商部门全球主管迈克尔•马丁(Michael Martin)表示。“我们需要成年人意识到他们的尺寸……随着你长大成人，你会不断地改变。大多数人认为，一旦你到了17岁，你就再也不会碰(布兰诺克测量装置)了。”

　　But your feet will change if you’re a runner and as you’re running more and more, Martin said. And then kids’ feet are constantly morphing into bigger sizes, he added. For parents, “Nike Fit is game changer.”

　　但是如果你是一个跑步者，而且你跑得越来越多，你的脚就会改变，马丁说。然后，孩子们的脚不断地变大，他补充说。对于父母来说，“耐克Fit是游戏规则的改变者。”

　　Ultimately, O’Neill and Martin said Nike aims to use the data gathered from all of these Nike Fit scans to create shoes that fit feet better. The information will also help it stock a better mix of sizes at its stores, which means better choices for shoppers.

　　最终，奥尼尔和马丁表示，耐克的目标是利用从所有这些耐克Fit扫描中收集的数据，创造出更适合脚的鞋子。这些信息还将帮助该公司在其门店中存储更好的尺码组合，这意味着消费者有更好的选择。