The Whitaker Group Reveals Its New Balance 1906U ‘Willful Bias’ Collaboration and Campaign Video

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For their latest collaboration, The Whitaker Group —  the parent company to retailers Social Status, APB, Prosper and A Ma Maniére — has reimagined the New Balance 1906U.

Arriving before month’s end is The Whitaker Group x New Balance 1906U “Willful Bias,” a two-shoe pack that will come in “Electric Teal” and “Sand Dune” colorways. The looks feature navy blue and rust oxide uppers, respectively, and feature synthetic and reflective material details. The “Electric Teal” colorway features gulf red and olivine hues throughout, and washed amber and team red colors appear on the “Sand Dune” look.

The Whitaker Group x New Balance 1906U “Willful Bias” collaboration will release via general raffle starting July 8 via the Social Status, APB, Prosper and A Ma Maniére websites. After the general raffle, the shoes will launch July 19 at 11 a.m. ET online and in-store at Social Status, APB, Prosper and A Ma Maniére. Both colorways will retail for $170 in adult sizing.

The Whitaker Group, New Balance, 1906U, Willful Bias, sneakers, collaboration
The Whitaker Group x New Balance 1906U “Willful Bias” in “Electric Teal” (L) and “Sand Dune.”

The Whitaker Group has also released a campaign video, titled “Building Better, Together,” which is based on the story and inspiration behind the New Balance collaboration. This project with New Balance, according to The Whitaker Group, focuses on “the importance of building dedicated spaces to help creatives, creators and entrepreneurs discover, develop and grow their craft.”

The campaign video, according to The Whitaker Group, shows two key characters looking to expand their podcast studio, however in finding space, “they choose to make space for other creatives and the community, making their purpose bigger.” The collective was formed at The Whitaker Group’s new project, The Collective on Tuckaseegee in Charlotte, a complex that includes retail and a skatepark.

The Whitaker Group also confirmed it will host a series of activations at beSocial Charlotte “spotlighting the various creatives featured in the campaign and their craft.”

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at

Launch Gallery: The Whitaker Group & New Balance Collaborate on 'Willful Bias' Sneaker Collection [PHOTOS]

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