New Balance have eliminated the need for a second opinion with some flash new tech for New York Fashion Week.
Linking up with marketing agency VML, New Balance have installed outfit-tracking tech that scans 360 degrees to identify those ‘defying the norm’. People with all the right jawnz will be greeted by a (human) New Balance representative, who will gift a pair of New Balance Fresh Foam Cruz Nubuck sneakers. The AI will be analysing 'colours, shapes, patterns, styles and accessories’ to form the basis of judgement.
Those deemed unfashionable will be transported to a facility located on the city’s fringes for ‘reformatting’ (kidding).
New Balance plans to use the technology again in Toronto, Stockholm and Madrid.