New Balance To Use Custom-built AI Technology at NYFW to Identify Those Defying The Norm

Looking to celebrate individuals who are expressing themselves during NYFW, New Balance will be identifying the fashion-forward individuals and rewarding them with New Balance Fresh Foam Cruz Nubuck trainers worth $89.95.

If you are planning to attend NYFW this season, here are some words of advice, make sure that you are dressed to stand out from the crowd. Why might you ask? Well, New Balance, the athletic brand, will be using “custom-built artificial intelligence technology to identify and recognise those who stand out from the crowd.”

New Balance: Street Style Spotting With A Difference

To help them spot those draped in the kind of garments that make them stand out, New Balance will be using Real Time Exception Spotting, a computer vision technology that will collect and show real-time fashion data on unsuspecting people who are identified as “defying the norm.”  They will do this by scanning crowds of people and using the input collected to “identify the anomalies and exceptions to the ‘norm.’” According to New Balance, the technology does not only identify colours and shapes, but it can also identify patterns, styles and accessories. The footwear brand does stress that no personal data will be collected or stored and that it will not be using facial recognition.

“New Balance wants to celebrate individuals who are expressing themselves in independent and distinctive ways.”

Taking place on the 6th September 2018, Allie Tsavdarides, director of global marketing at New Balance, said in a statement; “During a week where there are incredible emphasis and excitement around new trends and fashion, New Balance wants to celebrate individuals who are expressing themselves in independent and distinctive ways. New Balance is built on a long heritage of defying convention, and we love this opportunity to recognise those who are confidently demonstrating their unique style.”

New Balance Fresh Foam Cruz Lightweight Running Shoe | Image credit: New Balance

With the technology capable of eliminating bias when identifying the fashion-forward individuals, those fortunate enough to be recognised will be given a pair of New Balance Fresh Foam Cruz Nubuck trainers worth $89.95. The only thing is that the whole thing will be shown on a digital outdoor display.

ALSO READ: Durable, Ultra-lightweight and Breathable, Nike’s Fastest Shoe Ever Is Back!

If you are not in NY on the 6th September, you will be happy to know that New Balance also plans to use the technology in Toronto, Stockholm and Madrid in September and October 2018.

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Muchaneta Kapfunde

Founding editor-in-chief at
Founding editor-in-chief & WearableTechStylist of, Muchaneta has worked in the fashion industry for over 14 years. She is currently one of the leading influencers speaking and writing about the merger of fashion with technology and wearable technology and a regular contributor to digital news sites like Wareable.
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