Sneaker company New Balance will use A.I. at New York fashion week to find … unfashionable people

New Balance will put cameras around a booth in New York City to scan people on the streets in order to find people who look unique or different to the norm. It's part of a marketing campaign called "Be The Exception," according to a report on Fast Company, and people it identifies as looking different will be offered a free pair of sneakers on Monday, the start of New York fashion week.