Matt Varga Updated August 8th, 2025: The Whitaker Group x New Balance “Willful Bias” collection is available now HERE.
A Ma Maniere’s collaborative arm almost exclusively extends to Beaverton, an initiative only gaining steam as it enters its fifth full year. However, James Whitner’s empire stretches beyond just AMM, something well represented by the “Willful Bias” series that’s seen the retail umbrella join up with the Boston brand rather than just one branch. Last visited with the New Balance 1906U in 2024, the concept lives on doubly so with the New Balance 990v4 and 998 a year later.
The latest chapter in the story is billed as “Willful Bias For Education,” a theme that extends into a trio of visuals that takes the shoe from college campuses to the playground. While not explicitly referenced in that same copy, the tonality here can reasonably linked to the latest addition into The Whitaker Group, the women’s retail space JAIDE. The oceanic coloring coats shaggy suede on both the New Balance 998 and New Balance 990v4, already gaining some newfound purchase in the catalog as they’ve deployed within mainline Made in USA applications.
The Whitaker Group x New Balance 998 / 990v4 “Willful Bias For Education” check in at $220 a piece in adult sizing. The 990v4 will also be offered in Little Kids’ sizing with a $110 sticker price. The capsule will follow a staggered release schedule, first dropping online via all of The Whitaker Group’s stores with a raffle that begins on July 29th and ends on August 4th. Then, an early launch occurs via JAIDE channels on August 7th, before a wide in-store and online launch takes place again via all of the retail shops on August 8th.
WHERE TO BUY
Mens The Whitaker Group x New Balance 990v4 "Willful Bias For Education"
US 08/14/2025 Thursday
Powered By:
| Retailer | Release type | Status |
|---|---|---|
| New Balance US | Standard | Check Site |
| Concepts | Coming Soon | Coming Soon |
WHERE TO BUY
Mens The Whitaker Group x New Balance 998 "Willful Bias For Education"
US 08/14/2025 Thursday
Powered By:
| Retailer | Release type | Status |
|---|---|---|
| New Balance US | Standard | Check Site |
| Concepts | Coming Soon | Coming Soon |
