Brand Sizing Guides
Even after you know your "standard" size in US, UK, or EU, brands often deviate. Nike may run narrow; Zara may run small; Levi's jeans have their own waist and length logic. Generic conversion charts give you a starting point, but they cannot account for each brand's fit model, last, or grading. This hub ties together brand-specific guides, conversion tools, and fit strategy: how to use conversion charts and your own measurements together with a brand's size chart, when to size up or down, and when to trust the brand chart over a converter. Below you'll find converters to get your baseline size, programmatic conversion pages for regional pairs, articles on brands that run small or large and common sizing problems, calculators and the Measurement Assistant, printables, and direct links to our dedicated pages for Nike, Adidas, Zara, H&M, New Balance, and others.
How Brand Sizing Differs From Standard Charts
Standard conversion charts assume an "average" last or block. Brands use their own fit models, target markets, and grading. A brand may design for a narrower heel, a roomier toe box, or a longer inseam. So your converted "US 9" or "EU 42" is a starting point—not a guarantee. Brand size guides and our dedicated brand pages describe whether that brand tends to run true to size, small, or large, and in which categories (e.g. running vs lifestyle). Always cross-check the brand's official size chart for the product you're buying.
Why Some Brands Run Small or Large
Design intent, manufacturing tolerances, and market expectations all play a role. Athletic brands may build in more room for movement; fashion brands may cut slimmer. Asian-market or fast-fashion lines often run smaller than US/EU equivalents. "Running small" usually means you need to size up from your usual number; "running large" means you might size down. Our articles on brands that run small and brands that run large summarize common patterns. Combined with your measured size and the brand's chart, you can make a better choice.
Using Conversion With Brand Charts
Step 1: Get your baseline size from our shoe or clothing converter (using your measurement or current size). Step 2: Open the brand's size guide for the specific item. Step 3: Compare the chart's measurements (e.g. foot length in cm, chest in cm) to your numbers. If the brand runs small, consider the next size up; if it runs large, you may be able to go down. Step 4: When possible, read recent reviews for fit notes. This hub links to both generic converters and our brand-specific guides so you can do both in one place.
When to Trust the Brand Chart Over a Converter
Converters are best for translating between regions (e.g. "What is US 9 in EU?"). For final purchase decisions, the brand's own chart is authoritative: it reflects how that product was graded. If the brand lists foot length in cm or body measurements per size, use those. If the brand only shows US or EU sizes, use our converter to get the equivalent, then apply any "runs small/large" guidance from our brand guides or reviews. Below we list all brand guides plus converters, articles, tools, and printables in one place.
Converters
Establish your base size with these converters (shoe and clothing), then compare to each brand's size chart. Enter your measurement or current size to get US, UK, and EU equivalents before applying brand-specific fit advice.
Programmatic pages
Single-size conversion pages (e.g. EU 42 to US, US 9 to UK) are listed in the programmatic index and in shoe and clothing page indices. Use these for quick lookups or when you need a URL for a specific conversion.
Articles & guides
Our Brand Sizing Guide explains how to use brand charts with conversion; articles on brands that run small or large and common sizing problems help you decide when to size up or down. For how width and foot shape affect fit, see Understanding Shoe Width.
Tools
Foot and width calculators plus the Measurement Assistant give you a baseline size from your measurements. Use these before comparing to a brand's chart so you know your standard size and can apply "runs small/large" guidance correctly.
Printables
Printable EU/US shoe and clothing measurement charts help you measure at home and keep a size reference. Print or save as PDF and use with the brand's chart for the item you're buying.
Brand size guides
Dedicated pages for each brand cover fit tendencies, EU vs US discrepancies, and when to size up or down. Start with the main Brand Size Guides index, or jump to a brand below.
Frequently Asked Questions
Do Nike and Adidas use the same shoe sizes?
They both use US, UK, and EU labeling, but fit can differ. Nike often runs slightly narrow; Adidas is often true to size. Use our converters to get your base size, then check our Nike and Adidas size guides and the brand's chart for the specific shoe.
Why do some brands run small or large?
Brands use different lasts (shoe molds), fit models, and target markets. Athletic brands may add room for movement; fashion brands may cut slimmer. Our articles on brands that run small and brands that run large summarize common patterns so you can decide whether to size up or down.
Should I trust the brand size chart or a conversion chart?
Use both. A conversion chart gives you the equivalent size in another region (e.g. US 9 = EU 42). The brand's own chart is authoritative for how that product was graded. If the brand lists measurements (e.g. foot length in cm), compare your measurement to the chart directly.
Which brands have dedicated size guides on this site?
We have guides for Nike, Adidas, Zara, H&M, New Balance, Puma, Reebok, Vans, Converse, ASICS, and others. See the Brand size guides section on this page for the full list. Each guide covers fit tendencies and how to convert to your region.
How do I use my measurements with a brand that only shows EU sizes?
Measure your foot (or body for clothing) in cm. Use our converter to get your equivalent US, UK, and EU size. Then compare that to the brand's EU chart. If the brand runs small, consider the next size up; if it runs large, you may be able to size down.
Master guide, region systems & brand comparisons
The master pillar covers all size systems in one place. Region pages explain EU, US, UK, and Japan shoe sizing in detail. Brand comparison pages compare Nike vs Adidas and Zara vs H&M fit and sizing.
Authority hub pages
These four hubs organize the same resources by theme: shoe sizing, clothing sizing, brand-specific guides, and measurement. Use the one that matches your task, or jump between them for converters, articles, tools, and printables.