The Whitaker Group Unveils Its New Balance "Willful Bias" Campaign
Featuring the MADE in USA line’s 990v4 and 998 sneakers.
Name: The Whitaker Group x New Balance MADE in USA 990v4 & 998 “Willful Bias”
Colorways: Jade Green and Jade Green
SKUs: TBC
MSRP: $220 USD
Release Dates: August 7 (JAIDE) and August 8 (All TWG Storefronts)
Where to Buy: JAIDE
It’s been just under two years since The Whitaker Group kicked off its multiyear partnership with New Balance by dropping their collaborative 9060 “Missing Pieces” campaign. The two followed up on this in 2024 by assembling the 1906U “Willful Bias” duo.
Now, the “Willful Bias” theme has returned as The Whitaker Group has presented the MADE in USA line’s 990v4 and 998 in a fresh “Jade Green.” Per usual, The Whitaker Group has set a scene that informs the overarching “Willful Bias” campaign. It recounts the end of college semesters, channeling the excitement with a new cinematic short film. As for the shoes, both sport mixed material uppers that combine hairy suede with leather detailing.
The Whitaker Group’s New Balance MADE in USA 990v4 and 998 “Willful Bias” are set to launch via a phased release. Raffles via all TWG storefronts open tomorrow and close on August 4 at 3pm EDT. An early retail and online launch will then occur via JAIDE on August 7. From there, a complete launch will be hosted by all TWG storefronts, both online and in stores, taking place on August 8. Both pairs are priced at $220 USD for adult sizes. The 990v4 is also set to drop in Preschool sizes at a price of $110 USD.
