The Whitaker Group x New Balance "Willful Bias For Education"

The Whitaker Group x New Balance “Willful Bias For Education” collection reimagines two Made in USA icons—the 990v4 and 998—alongside a Little Kids 990v4. Inspired by JAIDE, TWG’s women-focused boutique, the sneakers feature luxurious hairy suede, mesh underlays, and tonal jade-green hues, accented by signature ENCAP and ABZORB cushioning. Adult pairs retail for $220, while the Little Kids version comes in at $110.

The campaign, part of TWG’s Unwritten Curriculum series, unfolds through a short film set on a college campus and playground. Two story arcs—a smooth-talker in the 990v4 and a composed counterpart in the 998—symbolize authenticity over bravado, while the kids’ segment highlights the importance of genuine connection early in life. Subtle details, like the Lady Justice insole graphic, reinforce TWG’s mission of awareness, equity, and empowerment through education.

Launching via raffle from July 29 to August 4 through TWG’s retail channels (A Ma Maniére, Social Status, APB, Prosper, JAIDE), the collection sees an early release at JAIDE on August 7, a full public drop in-store and online on August 8, and a wider launch on NewBalance.com on August 14. More than just sneakers, it’s a cultural statement merging style, storytelling, and social purpose.