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New Balance revived the 740 silhouette late last year, and since its initial return thanks to Aminé (who is about to launch a NB 2000 project), it's become one of the brand’s core models. Alongside the slew of inline variants, other partners have taken a crack at the 2010s mesh runner, including Concepts and atmos Pink. Next up for the New Balance 740 is a collaboration with The Whitaker Group, which is continuing its Willful Bias series on the sneaker.
Going back to 2024, The Whitaker Group, which consists of retail storefronts like A Ma Maniere, Social Status, APB, and Jaide, has been partnering with NB on a series of sneakers under the Willful Bias banner. Their first entry in the series was a two-pack of 1906U colorways, though we would have to wait over a year for the follow-up. In July 2025, the duo launched the Willful Bias for Education collection, featuring two Made in USA models, the 990v4 and 998. Each entry in the series tackles an issue personal to TWG, like the injustices faced by the Black community.
The latest Willful Bias New Balance sees the 740 take center stage under the title of “Willful Bias For Discovery.” A campaign film accompanying the white, black, and metallic gold mesh runner sees a golfer wearing the sneaker dominate his competition on the golf course. Of course, the 740 is NOT a golf sneaker, but the message of being confident and showcasing individuality is clear.
The Whitaker Group’s New Balance 740 Willful Bias for Discovery will release September 19, 2025 via The Whitaker Group storefronts (A Ma Maniere, Social Status, APB, and JAIDE) online and in-store. A raffle is open now across the five stores, with winners being selected on the 15th. The pair retails for $120. Download the Sole Retriever mobile app to stay updated on the latest releases, raffles, news, and more in the sneaker and streetwear world.
Sneakerhead from South Florida who turned his passion into a career. When not writing for Sole Retriever, I enjoy watching films and discovering music. Follow me on Letterboxd @nickvlah For tips, reviews, or any shoes in a size 13, email nick@soleretriever.com
