The Whitaker Group is back with another collaboration this month. Following up on their New Balance release from last month, featuring the 998 and 990v4, the 740 silhouette now joins the “Willful Bias” collection.
The Whitaker Group has become a more common name in the sneaker world over the last two years. Whitaker is the self-described “experiential and creative company” behind many of our favorite sneaker retailers, A Ma Maniere, Social Status, APB, and now Jaide. They also offer in-person experiences like AMM’s Beach, Eats, and Living concepts. While each store under the TWG umbrella has their own sneaker collabs, the group itself has started to release special projects, largely with New Balance.
This week, The Whitaker Group unveiled their latest project from New Balance, revisiting the “Willful Bias” concept that began with their 998 and 990v4 releases earlier this Summer. This time around, the extremely under-appreciated 740 silhouette gets the spotlight. Shot in a campaign centered around golf, the sleek runner features a stunning color scheme in white, black and gold, with a slight hint of olive green wrapping around the heels. Materials on this pair are exquisite, featuring an ultra fine mesh underlay, suede mid layers, and finished with a synthetic flourish.
THE WHITAKER GROUP X NEW BALANCE 740 “WILLFUL BIAS” RELEASE INFORMATION
The latest project from The Whitaker Group and their partnership with New Balance is set to release this week, on September 15th, 2025. Featuring the 740 runner for their latest entry in the “Willful Bias” series, this pair sports a white, black, and gold color scheme. Pairs will likely be available from all of the TWG retailers, but Social Status has already opened their EQL raffle, and is expected to stop entries on September 15th. Pairs will go for $120.
The Whitaker Group x New Balance 740
Color: White/Black/Gold
Style Code: U740WK2
Release Date: September 15th, 2025 (Social Status)
Price: $120
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.
