Josh Allen named New Era's 'Director of Billustration' with equity stake

New Era Cap, the international sports and lifestyle brand, has announced a significant expansion of its long-standing partnership with Buffalo Bills quarterback Josh Allen. Allen is set to become the first ambassador to receive an investment stake in the company and will assume the new title of "Director of Billustration." This renewed collaboration builds upon Allen's ambassadorship, which began with his rookie debut campaign in 2018. In his new capacity, Allen will integrate his passion for football, the city of Buffalo, and community philanthropy through an exclusive 9Forty Billustration Team Cap, which he designed as the 2024 NFL Most Valuable Player.

A key component of this initiative involves a collaboration with Buffalo's Oishei Children's Hospital (OCH) and the Patricia Allen Fund. Josh Allen will wear nine distinct 9Forty Billustration Team Caps, each uniquely customised by OCH patients, during his tunnel walk at every Bills home game. Following each game, the worn cap will be auctioned to the public, with all proceeds directly benefiting the Patricia Allen Fund. This fund is dedicated to supporting the critical care teams at OCH, ensuring that 100 percent of donations are utilised for the care of children and families in Western New York.

Josh Allen expressed his commitment to the community, stating, "Buffalo has become home for me and giving back to the community through my partnership with New Era means a lot. New Era has believed in me since I was a rookie, and I believe in the brand and where we are going. In my new role as Director of Billustration, I want to create something that connects football, fashion, and the amazing kids who inspire me every day."

Chris Koch, CEO at New Era, also commented on the deepened partnership: "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 new role at the company and unique vision will continue to strengthen our core values to be a progressive, authentic, and disruptive brand, while we find creative ways to give back to the local Buffalo community and beyond."

The exclusive 9Forty Billustration Team Cap was inspired by a hand-drawn Buffalo Bills logo created by Allen, a moment that went viral. This inspiration was integrated into a two-minute film from New Era, featuring Allen, to announce his new "Director of Billustration" role. The short film launched on July 16, coinciding with 716 Day, to celebrate the city and underscore the shared commitment and pride Allen and New Era have for the Buffalo community. To further authenticate his new role, Allen has also launched his first professional LinkedIn page, which will serve as a platform to amplify his creative leadership and share updates on upcoming initiatives, projects, and product launches.

The limited-edition team cap, available in both white and blue versions, is now available for public purchase exclusively online at Neweracap.com.