new balance tech
Highsnobiety / Bryan Luna

If you plan to attend New York Fashion Week this September, be warned: athletic giant New Balance might be watching you, according to Fast Company. To separate the truly fashion-forward from the everyday, the Boston brand and marketing agency VML will be deploying insane outfit-tracking AI tech at a booth in SoHo on September 6.

Cameras in the booth will scan in all directions, collecting data on pedestrians out and about in their NYFW jawnz. The Real Time Exception Spotting tech won’t be on the lookout for trends, however, but rather those whose outfits truly stand out from the crowd. The cameras will track nearby ’fits in real-time, analyzing colors, shapes, patterns, styles, and accessories to determine who is “defying the norm.”

Those identified as distinctively stylish by the tech will be greeted by a New Balance representative, who will explain the setup and then give that person a pair of New Balance Fresh Foam Cruz Nubuck sneakers.

“The idea is to celebrate people who go left when everybody else is going right,” says New Balance director of global marketing Allie Tsavdarides. “And it’s a way to (hand out our) products to these people who already reflect what we stand for as a brand.”

“During a week where there is incredible emphasis and excitement around new trends and fashion, New Balance wants to celebrate individuals who are expressing themselves in independent and distinctive ways,” Tsavdarides adds. “New Balance is built on a long heritage of defying convention and we love this opportunity to recognize those who are confidently demonstrating their unique style.”

According to Footwear News, New Balance plans to use the tech again in Toronto, Stockholm, and Madrid in September and October.

The New Balance Fresh Foam Cruz Nubuck arrives in stores next month and will retail for $90.

Next, check out Aimé Leon Dore‘s first FW18 drop.

Words by Candice Nembhard
Staff Writer

A Berlin-based gal from Brum.