Refreshed Iconic Dad Shoes from New Balance Sport a Minty Update
In an exciting development, The Whitaker Group and New Balance have collaborated to release two new models of iconic silhouettes as part of the "Willful Bias For Education" collection. The collection includes the Made In USA New Balance 990v4 and 998 silhouettes, as well as Little Kids 990v4 versions.
The collection is set to launch through a phased release, with an early retail and online launch via JAIDE on August 7, 2025. The wider release will follow on August 8, 2025, at all The Whitaker Group storefronts, including JAIDE, A Ma Maniére, Social Status, and APB (both online and in-store).
Key details about the release include:
- Release Dates:
- Raffle entry: July 29, 2025 (opens at 11:00 a.m. EST) to August 4, 2025 (3:00 p.m. EST)
- Early launch at JAIDE stores and online: August 7, 2025
- Full release at all TWG stores: August 8, 2025
- Models and Pricing:
- The New Balance 990v4 and 998 will be available in a "Jade Green" colorway, featuring mixed hairy suede and leather detailing. The MSRP for adult sizes is $220 USD, while the Little Kids 990v4 will retail for $110 USD.
- Where to Buy:
- The shoes will be available at JAIDE (including Atlanta and Charlotte store openings), as well as The Whitaker Group retailers A Ma Maniére, Social Status, and APB online and physical stores.
The new collection continues the thematic "Willful Bias" campaign focusing on culture, identity, and confidence beyond the classroom experience. The Whitaker Group and New Balance first launched the "Willful Bias" campaign in 2024, featuring two techy editions of the 1906U.
The New Balance 990v4 is crafted in the USA from a beautiful hairy suede, while the 998 is surrounded by a palette of black, gray, and a sort of pre-aged cream on the sole. These new models are highly anticipated and are being touted as some of the most covetable kicks to come out of the collaboration between the Whitaker Group and New Balance.
New Balance has had a successful year in 2025, and these new models can stand alongside the best of their releases this year. The raffle for the new models is open now and closes on August 4 through all Whitaker Group retailers. The wider release of the shoes will be on August 8, both in person and online.
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