With new Fit technology, Nike calls itself a tech company – | consumer psychology | Scoop.it
From techcrunch.com - May 9, 2019 10:35 AM

"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 ..."