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The Whitaker Group x New Balance 990v4 'Willful Bias'
Retail Price: $220.00
Release Date: August 8, 2025
Sizing: Men's and Kid's
Colorway: Green/Grey/Creme
Style Code: U998WK4
Where To Buy: A Ma Maniere | Jaide | APB | Social Status | GoatRelease Information:
Raffle Entry: July 29 – August 4 via A Ma Maniére, Social Status, APB, Prosper, JAIDE
Early Access: August 7, 2025 (JAIDE stores & online)
General Release: August 8, 2025 (TWG storefronts + online)
Retail Price: $220 USD
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The Whitaker Group x New Balance 990v4 “Willful Bias” is a masterclass in narrative-driven design and tonal execution. A part of the “Willful Bias For Education” capsule, this release uses sneakers as a medium to elevate messages about equity, empowerment, and self-expression.
Dressed in soft, layered tones of mint jade, grey, and cream, the 990v4 features a premium Made in USA build with plush hairy suede overlays, breathable mesh underlays, and carefully placed leather accents. The design walks the line between fresh and familiar, rooted in JAIDE’s aesthetic—The Whitaker Group’s women-focused platform—and intended to feel both personal and universal.
Branding hits remain minimal and tasteful, while subtle nods like the “Willful Bias for Education” callout on the tongue and thematic insoles drive home the drop’s deeper message. This isn’t just a sneaker—it’s a conversation piece wrapped in New Balance quality.
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The 990 series has long been a cornerstone in New Balance’s lineup. First introduced in 1982, the original 990 set a new standard for performance running footwear and premium pricing. Since then, the silhouette has evolved through multiple iterations—each one fine-tuning form, function, and feel.
The 990v4, which debuted in 2016, marked a significant design shift. It retained the core DNA of previous models but offered improved breathability, modernized overlays, and more support in the heel and forefoot. It became a go-to not only for runners and dads—but for style-conscious wearers who craved substance behind the silhouette.
What makes this Whitaker Group collaboration meaningful is how it taps into that legacy. Instead of using flashy colors or gimmicks, it relies on narrative, texture, and tone. From the short film campaign to the college-inspired visuals, this release feels curated, not hyped.
For those who value the intersection of craftsmanship and culture, this 990v4 may be one of the most important NB drops of 2025.
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When it comes to fit, the 990v4 has long been praised for its supportive ride and everyday versatility. This “Willful Bias” version holds true to that reputation—but a few notes will help you get the best experience out of the box.
Sizing Tips:
True to Size is the safe bet for most wearers, however many opt to go a half-size down for a more secure 1-to-1 fit.
Wide Footers may prefer half size up due to the suede structure and snug midfoot wrap
Break-In Period is minimal; the materials soften quickly with wear
If you’ve worn the 990v3 or 998 from the Made in USA line, you’ll find the fit familiar—structured, slightly snug at first, and ultimately molded to your foot over time. Pair with midweight socks for best results.
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