The Whitaker Group’s New Balance 740 Continues the Willful Bias Narrative

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.