James Whitner and the Whitaker group have announced their latest venture today, a new retail chain dubbed JAIDE. Focused on women’s sneakers and apparel, the stores will debut with a special New Balance 990v4 release.
The Whitaker Group, for the uninitiated, is a management group that controls and maintains several prominent sneaker boutiques that operate in the southeastern United States. Run by James Whitner, maybe you’ve heard of him, the group is comprised of Social Status, Sneaker Politics, and A Ma Maniére, three of the best stores to shop in the country and purveyors of some of the best sneaker collaborations in recent years. This week, Whitner and his team has announced a new addition to the family, a women’s’ focused retail venture called JAIDE.
JAIDE will debut this Summer, with two locations offering women’s sneakers and apparel in Charlotte, NC, and Atlanta, GA. The stores will include event spaces and bars for hosting special events and releases, like their grand opening, which will include the release of a special New Balance project. Featuring two styles, the 990v4 and 998, the v4 has already surfaced in official images ahead of its release. Building on a classic NB grey base, the JAIDE edition adds soft shades of green in jade and mint for the suede overlays, as well as coloring the shoe’s midsoles.
JAIDE X NEW BALANCE 990V4 RELEASE INFORMATION
The debut collaboration from new retail boutique JAIDE and New Balance has not been officially announced yet, but will release during the store’s grand opening celebrations in Atlanta and Charlotte. Featuring the 990v4 in a soft jade green colorway with a grey base, pairs will likely be available exclusively through JAIDE alongside an unseen 998 style.
JAIDE x New Balance 990v4
Style Code: U990WK4
Release Date: 2025
Check out the official images below, and stay tuned to JustFreshKicks on Twitter, Instagram, and Facebook for more of the latest sneaker news, release dates, and restock alerts.
