The Whitaker Group x New Balance 740 “Willful Bias” For Discovery aims to shine a light on one of the sneaker company’s forgotten silhouettes. After their successful 990v4 and 998 “Willful Bias” drop, James Whitner and the team behind The Whitaker Group continue to bridge the gap between heritage and innovation in an intentional and engaging way.

Featuring high-end materials and a clear narrative throughout the build, this New Balance 740 gives the old sneaker a fresh take with a black and gold leather treatment. The clean white mesh upper is accented with strategic leather trim on the collar and tongue, offering a clean look that exudes quiet confidence. Details can be found on the heel with a tonal black mesh with texture and of course the “WB” branding on the tongue, doubling down on the Willful Bias theme. The insoles also feature artwork that touches on discovery, resilience, and individuality. This is the kind of layer that sneaker collectors appreciate in Whitaker Group projects.

Launched in the 80s, the original New Balance 740 was a basketball silhouette that Hall of Famer James Worthy wore during his time on the court with the Los Angeles Lakers. Bringing it back as part of their “Willful Bias” collection seems like a great way to connect past sports heritage to this current discussion on self-expression and sneakers. I can think of few collaborators that can weave these elements together as well as The Whitaker Group. This will be a standout project from their recent releases.

Release Date & Where To Buy

The Whitaker Group x New Balance 740 “Willful Bias” For Discovery drops September 19, 2025. Pairs will be on sale online and in-store at A Ma Maniére, Social Status, APB and JAIDE with raffle tickets available until September 15th at 3:00 PM EST.

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