Fresh off the heels of its official announcement, JAIDE already has a collaboration in the works to celebrate the grand opening of The Whitaker Group’s latest venture. Teaming with New Balance, the new retail leg presents an aptly colored green-shaded edition that continues the Willful Bias For Education arc that began in 2024.
In summer of last year, The Whitaker Group presented its campaign in conjunction with its first-ever New Balance 1906U collab in two ways, delivering the utility-modded 1906 tech runner to a sold out crowd. One year later, James Whitner’s retail imprint continues to story with newfound JAIDE; the 990v4 features various shades of a soothing jade green, with darker touches on the toe and heel overlays and lighter options bearing the quarter, mid-foot, and mesh base. Behind the tongue is the custom Willful Bias tongue label, further unifying this chapter in the ongoing saga.
A wide release date has not yet been shared, but JAIDE will launch this debut collaboration at special Opening Night ceremonies at both ATL and CLT locations. Guests will enjoy exclusive early access to the collection’s coveted New Balance silhouettes, including the Made in USA 990v4 pictured here and a 998 that has yet to be revealed.
Stay tuned for firm release details as they develop.
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