The Whitaker Group and New Balance continue their collaborative storytelling with the debut of Willful Bias For Education and its mission of elevating Black culture and community through fashion, art, and purposeful storytelling. More than a sneaker release, this project celebrates the layered social education that shapes personal and cultural identity.
The new collection and campaign spotlight The Whitaker Group and New Balance Made In USA 990v4, Made In USA 998, and Little Kids 990v4 silhouettes. As part of The Whitaker Group’s evolving Unwritten Curriculum series, the campaign invites audiences to explore the nuanced, lived experiences that shape culture, confidence, and identity beyond the classroom.
Launching Aug. 8, across JAIDE, A Ma Maniére, Social Status, and APB (online and in-store), the collection brings to life a layered narrative where confidence, personal style, and cultural experiences form an Unwritten Curriculum—the subtle, lived lessons learned through real-world experience. Set against the backdrop of a cinematic short film on a college campus, Willful Bias For Education fuses The Whitaker Group’s distinctive storytelling with New Balance’s renowned craftsmanship, creating a collection that resonates both digitally and in-store.
The accompanying short film brings this narrative to life through a playful vignette set at the end of a college semester, where confidence runs high and everyone is dressed to impress. The story follows a swagger-filled student, known for charming his way through life, until he meets someone who isn’t swayed by his usual game. Backed by an animated friend group and sporting “Willful Bias” For The Whitaker Group Made In USA 990v4s, the lead stages one last smooth-talking attempt to win her over, while she remains cool and composed in her “Wilful Bias” For The Whitaker Group Made In USA 998s.
Mirroring the main storyline, a younger sibling in the The Whitaker Group and New Balance Little Kids 990v4 offers a parallel moment of genuine connection—sharing a flower and a coloring session with a classmate—highlighting how simple, authentic gestures often speak louder than bravado. With kinetic cinematography and tonal references to iconic Black cinema classics such as Dope and Poetic Justice, the film mirrors how confidence, charm, and authenticity shape social dynamics that extend well beyond the classroom.
Anchored by jade green tones and crafted with premium materials, the Willful Bias For Education collection includes three silhouettes: The Whitaker Group and New Balance Made In USA 990v4 (SRP: $220 | Unisex Adult 4M/5.5W – 14M/15.5W), featuring a mixed material upper, hairy suede, reflective accents, ENCAP midsole, and NDURANCE outsole; The Whitaker Group and New Balance Little Kids 990v4 (Preschool), (SRP: $110 USD | Preschool 10.5C – 3Y), offering the same premium design elements for younger wearers; and The Whitaker Group and New Balance Made In USA 998 (SRP: $220 USD | Unisex Adult 4M/5.5W – 14M/15.5W), crafted with hairy suede, leather, ABZORB midsole, leather accents, embroidered details, and a soft herringbone lining.
The Willful Bias For Education collection will be available through a phased release. The raffle for the general public opens July 29 at 11:00 a.m. EST and closes Aug. 4 at 3:00 p.m. EST, with availability across JAIDE, A Ma Maniére, Social Status, and APB, and international shipping offered. Retail and online launch begins Aug. 7, with early access at the JAIDE Atlanta and Charlotte 12:00 p.m. local time and 11:00 a.m. EST online via jaidejaide.com. The official public launch follows Aug. 8, with online availability at 11:00 a.m. EST across jaidejaide.com, a-ma-maniere.com, socialstatuspgh.com, and apbstore.com, and in-store availability at 12:00 p.m. local time across JAIDE, A Ma Maniére, Social Status, and APB. International shipping will be available for all online orders.
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