New Era Cap Deepens Partnership with Josh Allen as he Becomes 'Director of Billustration'

New Era Cap and Josh Allen: A Synergistic Partnership

In a groundbreaking move, New Era Cap, the revered sports and lifestyle brand, is expanding its partnership with Josh Allen, the dynamic quarterback of the Buffalo Bills. This collaboration marks a historic moment as Allen becomes the first ambassador to obtain an equity stake in the company, alongside being bestowed the honorary title of “Director of Billustration.” This milestone not only signifies a personal triumph for Allen but also highlights a broader commitment to community impact.

Since his rookie year in 2018, Josh Allen has been a significant figure in the New Era family. This new chapter aims to blend sports, creativity, and philanthropy, with the launch of an exclusive 9FORTY® Billustration Team Cap. Crafted with love by the 2024 NFL MVP, this cap is more than just merchandise; it represents a poignant connection between the love for football and the heartfelt mission to give back to the local Buffalo community.

In partnership with Buffalo's Oishei Children's Hospital (OCH) and the Patricia Allen Fund, Allen will don nine different 9FORTY® Billustration Team Caps, each uniquely customized by young patients from the hospital. During each Buffalo Bills home game, these bespoke caps will be showcased during the tunnel fit walk, with the intention of auctioning them off post-game. All auction proceeds will directly benefit the Patricia Allen Fund, which supports critical care initiatives at OCH, ensuring that assistance reaches Western New York's children and their families.

Josh Allen vocalizes the sentiment behind this partnership: “Buffalo has become home for me and giving back to the community through my partnership with New Era means a lot. The long-term partnership we have built over the years is personal. New Era has believed in me since I was a rookie, and I believe in the brand and where we are going. In my role as Director of Billustration, I want to create a synergy that connects football, fashion, and the amazing kids who inspire me every day.”

The initiative marks a significant development in New Era's ongoing journey to support Buffalo's vibrant sports culture and the philanthropic environment that thrives within it. CEO Chris Koch expressed excitement regarding deepening the relationship with Allen: “Josh has been a valued member of the New Era family since his rookie season, and we are beyond excited to deepen our partnership and expand our future together. His role and unique vision will continue to strengthen our core values of being progressive, authentic, and disruptive while creatively giving back to the local community.”

The design of the 9FORTY® Billustration Team Cap draws inspiration from a hand-drawn Buffalo Bills logo that Allen himself created. This concept became a viral sensation, leading to the production of a two-minute film by New Era that features Allen discussing his new role. The film, shot at New Era’s corporate headquarters in Buffalo, showcases the dedication both Allen and New Era have towards the city, particularly on 716 Day, a day dedicated to celebrating Buffalo and its spirit.

In a modern twist, Allen has also created his first professional LinkedIn page to reflect his leadership role at New Era. This platform will serve as a hub for announcing upcoming initiatives, including product launches and collaborations that emphasize the intersection of fashion and sports. Fans and supporters can look forward to a limited edition release of the 9FORTY® Billustration Team Cap, which will be sold exclusively online, showcasing in blue and white color variations.

About New Era Cap

Since its inception in 1920, New Era Cap has set the standard for high-quality headwear worldwide. The brand has evolved significantly, now encompassing a diverse range of global licenses and products beyond hats, including apparel and accessories. Headquartered in Buffalo, New Era continues to shape sports and lifestyle culture with a strong presence in over 125 countries. For more details, visit www.neweracap.com or follow their social channels @neweracap.