This Fashion Week, New Balance Is Watching You…
Image Source: Fashionista
Each year for New York Fashion Week, brands introduce marketing stunts that seem to get bigger and better. This year, New Balance is certainly pulling out all the stops… but are they going too far? According to Fast Company, for the past several weeks in the run-up to Fashion Week, New Balance has literally been stalking the streets of New York.
With the dozens of fashion events going on all around the city, there are bound to be hoards of off-duty models and fashion lovers sporting all of the hottest new trends. But New Balance isn’t interested in people who are following the trends – they’re looking for the people who don’t, and are seeking them out with “technology specifically designed to identify people who don’t look like everybody else.” This stunt ties to New Balance’s recent marketing campaign with the tag line of “Be The Exception.”
How will this play out? When the cameras identify someone who walks by the SoHo activation booth and looks “very different from the norm,” a New Balance rep will gift them a pair of Fresh Foam Cruz Nubuck shoes.
Food for thought: while the activation is cool, data taken from unsuspecting pedestrians could be extremely valuable to New Balance. It is OK for them to collect, analyze and use it? A rep from the marketing agency that partnered with New Balance to create the technology assures that, “We’re not identifying actual people, just the trends in aggregate.”
Oh, the debates we have to have over privacy vs. capitalism in 2018. Who would’ve thought?!
Now, my question is — who is ready to hit the streets of NYC to see if we have what it takes to score a new pair of kicks?
Posted by Giana