UPDATE 8/10/25: Both the New Balance 990v4 and 998 Made in USA “Willful Bias For Education” colorways will officially release on August 14, 2025 via NewBalance.com for $220 each.

Original Story 7/28/25:
The Whitaker Group x New Balance are back with an empowering new narrative for 2025, uniting community, purpose and design with its series titled “Willful Bias For Education”. The new capsule continues to expand beyond A Ma Maniére, as the community-first brand continues to invest in inclusive retail storytelling, as well as access to education.

The collection drops two Made in USA OGs – the New Balance 990v4 and 998 – both covered in shaggy suede overlays and washed down tones. Pale mint and greys appear on the uppers of each shoe, lending rugged texture to the iconic NB silhouette and hug of these silhouettes. Vintage cream midsoles make an appearance on the 998, while the 990v4 goes for mint details and a more tonal overall aesthetic.

The 990v4 will also be available in Little Kids’ sizing, continuing the message of equity and visibility to the younger generation. To that end, the storytelling is front and center with this drop, as the shoe collection is an extension of The Whitaker Group’s women-centered platform JAIDE, which will offer an exclusive on the drop ahead of wider release.

Currently, raffles are open across all Whitaker Group stores – A Ma Maniére, Social Status, APB and Prosper – which will run through August 4th. A JAIDE-exclusive launch will take place August 7th, before wider release on August 8th online and in-store. Adult sizes are priced at $220 USD, while the preschool 990v4 will be available for $110 USD.

TWG has consistently found ways to support meaningful initiatives while being on top of the premium sneaker game – and this is no exception. The execution, as with all things The Whitaker Group, is premium through and through. A perfect drop for those looking for both a design and a purpose.

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