Do you stand out in a crowd? If so, then New Balance are looking for you!

On the 6th September, as New York Fashion Week kicks off, new balance will be setting up a booth in bustling soho New York. Rigged with hundreds of AI (artificial intelligence) cameras to watch the global fashion pack as they attend the shows. The cameras will be equipped with machine learning technology, powered by TensorFlow, to detect when a passerby looks different to the rest of the crowd.

Once a person has been identified as being ‘the exception’ in the crowd a New Balance staff member will be on hand to offer them a free pair of Fresh Foam Cruz Nubuck sneakers. “The idea is to celebrate people who go left when everybody else is going right,” New Balance’s director of global marketing Allie Tsavdarides told Fast Company.

Founded in 1906 and still an independently owned company New Balance have been repositioning themselves in the market and this stunt is their latest approach. Don’t be put off by the big brother style approach, all monitoring remains anonymous and the AI technology is not face recognition. If you’re in New York for the shows, head to Soho and try and claim your pair.