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The Whitaker Group and New Balance are continuing their Willful Bias series with a new “For Identity” collection, this time bringing the concept to the New Balance 2010. The ongoing collaborative project explores different themes through footwear, with each release offering a new perspective shaped by culture, community, and personal expression.
The Whitaker Group, the parent company behind A Ma Maniére, Social Status, APB, and JAIDE, has previously explored themes of discovery, education, and community through the series. Past releases include the New Balance 740 “Willful Bias For Discovery,” the “Willful Bias For Education” collection featuring the 998 and 990v4, and the 1906U “Willful Bias For Community.” The latest installment turns inward, focusing on the ways identity shapes how we see and experience the world.
Two colorways of the New Balance 2010 headline the collection. Both feature breathable mesh uppers, suede overlays, orange accents on the N logos, exposed stitching, and frayed detailing that give the shoes a distinct distressed finish. One pair combines cream mesh with overlays in varying earthy pink tones and a grey midsole, while the other opts for a grey mesh base, purple suede overlays, and a cream midsole.
The campaign brings the theme to life through two distinct creative perspectives. The first features North Carolina photographer Antiisoulcial, whose work draws inspiration from Southern Black culture and the natural world. Floral elements and familiar cultural influences are reinterpreted through his studio imagery, offering a personal look at the collection.
The second campaign features Charlotte photographer Nuku, who describes himself as a citizen of the world. Drawing from his interests in photojournalism, portraiture, and landscape photography, Nuku places the sneakers in everyday settings, capturing moments around a restaurant counter and a shared meal. Together, the two perspectives explore how individual backgrounds and experiences shape identity.
The Whitaker Group x New Balance 2010 “Willful Bias For Identity” collection drops November 5th at all The Whitaker Group retailers in-store and online. EQL raffles are now open via A Ma Maniére, Social Status, APB, and JAIDE. Check out both colorways below.
The Whitaker Group x New Balance 2010 Willful Bias for Identity
Style Code: U20104WP
Release Date: November 5, 2026
Price: $155 USD
The Whitaker Group x New Balance 2010 Willful Bias for Identity
Style Code: U20106KH
Release Date: November 5, 2026
Price: $155 USD
