E290 powering via 5V p

I am applying 5V to the pin J3 pin2 and GND to J3 pin6. The board does not power up.

When I read the voltage on those pins via multimeter I get 4.91V.
When I read voltage via multimeter on J2 pin1 and J3 pin6 I get 0V

when I power the board via USB-C it powers up and no problem communicating with the board.
When powered via USB-C I can read 3.3V but on 5V pins there is 0V.

Any ideas what is going on? I would really like to power these boards via 5V.

Thank you

How did you conclude that the board does not work?
Most importantly, the LEDs do not light up when powering the board over the 5V pins. So you cannot use the LED do determine whether it is running. You will need some other feedback (e.g. blink an LED through GPIO from your code) to check whether all is good.