Whitaker Group and New Balance Launch “Willful Bias” Campaign

Building on their legacy of culturally driven collaborations, The Whitaker Group and New Balance are once again pushing creative boundaries with the latest “Willful Bias for Education” campaign.

Following their celebrated 2024 debut of the “Willful Bias” theme with the 1906U and their “Missing Pieces” partnership for the 9060 silhouette, this latest collection centers on two iconic New Balance models: the 990v4 and 998. But this collaboration is about much more than shoes—it’s a narrative blending design, community, and the transformative power of education.

A Deeper Creative Narrative

For the “Willful Bias for Education” campaign, both brands have expanded on their reputation for storytelling. This time, the release comes alive through a new short film focused on the spirit and emotion at the end of college semesters. The film, set on a vibrant campus, touches on self-discovery, friendship, and how some of the most valuable lessons are found outside the classroom. It’s about more than nostalgia for back-to-school—it’s a meditation on how learning shapes our identity far beyond textbooks and lectures.

According to The Whitaker Group’s campaign team, “‘Willful Bias For Education’ is a reminder that some of life’s most important lessons happen far beyond the classroom” (said by The Whitaker Group). This sentiment is at the campaign’s core and echoed throughout the collaboration, from the storytelling to the sneakers themselves.

The 990v4 and 998: Classic Models, Modern Vision

The centerpiece of this drop is the transformation of two classic New Balance silhouettes:

• Materials & Construction: Both the 990v4 and 998 boast an upper crafted from hairy suede and supple leather. This mix provides a premium touch and unique texture, creating visual depth that stands out in any rotation.

• Color Palette: At the heart of the design is a soft, peppermint “Jade Green” that envelops the sneakers—evoking tranquility, growth, and fresh beginnings. Accents of crisp white and deep black offer striking contrast, while breathable gray mesh pays homage to the timeless New Balance running heritage.

• Signature Touches: The 998 stands out with a vintage cream midsole, while the 990v4 continues the jade green for a modern, monochromatic effect. Hidden details abound, such as the American flag badge and a “Willful Bias for Education” inscription behind the tongue.

These updates strike a harmonious balance between the nostalgia of heritage running shoes and the innovation expected from contemporary streetwear.

Accessibility and Inclusivity

The “Willful Bias for Education” campaign demonstrates that high-style sneakers can—and should—be accessible to a wide audience. The staggered release format supports this aim:

• Raffle Opportunity: Kicking off July 29 and running through August 4, fans could secure a chance to purchase through a raffle hosted by The Whitaker Group’s network (A Ma Maniére, Social Status, APB, Prosper).

• Early Access: JAIDE, the Whitaker Group’s signature women-focused boutique, granted exclusive early access on August 7, furthering the brand’s commitment to community and gender inclusivity.

• Global Release: The full collection became available worldwide on August 8, both online and at physical locations—including JAIDE, A Ma Maniére, Social Status, and APB.

Pricing for both silhouettes is set at $220 for adults. The 990v4 also caters to the young sneakerhead crowd, launching in Little Kids sizes for $110—a nod to nurturing the next generation of dreamers, storytellers, and trailblazers.

More Than Footwear: A Celebration of Growth

Through thoughtful design and meaningful storytelling, The Whitaker Group and New Balance affirm that their collaborations are about more than aesthetics. Each release acts as both a cultural document and a celebration of learning, resilience, and self-discovery. The accompanying film and campaign imagery highlight journeys across racial, gender, and generational boundaries—an open invitation for all sneaker lovers to find themselves in the story.

As The Whitaker Group’s campaign team aptly put it, “‘Willful Bias For Education’ is a reminder that some of life’s most important lessons happen far beyond the classroom” (said by The Whitaker Group)—and this collection is a wearable tribute to that truth. From the jade-green hues symbolizing renewal to the tactile quality of the premium uppers, every element speaks to moving forward, making memories, and embracing new chapters.

Whether you’re a longtime collector or a newcomer to sneaker culture, the “Willful Bias for Education” collection is a passport into a story—and a statement—that transcends trends, grade levels, and boundaries.