Josh Allen, the Buffalo Bills quarterback and 2024 NFL MVP, has taken a significant step off the field by joining New Era Cap as both a director and investment partner. Announced in mid-July 2025, this partnership is more than just a typical athlete endorsement; it reflects Allen’s deep commitment to the Buffalo community and his desire to make a positive difference beyond football. Central to this collaboration is Allen’s role as New Era’s first-ever “Director of Billustration,” where he will help design products while investing in the Buffalo-based company he has grown fond of since arriving in 2018.
This move comes after a heart-wrenching end to the previous NFL season for Allen and the Bills. In the AFC Championship game against the Kansas City Chiefs, Allen’s desperate pass to tight end Dalton Kincaid was nearly caught in the final moments, but the play fell short, leaving fans and players devastated. Inspired by Buffalo’s longstanding tradition of charity, Baltimore fans quickly organized a donation drive supporting Kincaid’s favorite charity, the Summit Center, which assists people with autism and developmental disabilities. This poignant moment underscored Allen’s potential to inspire noble acts even in defeat, highlighting the meaningful impact he hopes to continue with this new partnership.
Launching the Billustration Collection and Supporting Local Causes
The timing of this announcement coincided with Buffalo’s annual “716 Day” celebration on July 16, when New Era debuted Allen’s special edition 9FORTY® Billustration Team Cap. The cap features a design based on Allen’s viral hand-drawn Buffalo Bills logo, a sketch that gained significant attention on social media. Alongside the product launch, New Era released a two-minute film from their Buffalo headquarters showcasing company executives and formally introducing the partnership.
Weaving philanthropy into the business deal, Allen will wear custom caps designed by patients of Oishei Children’s Hospital before each Bills home game. Afterward, these exclusive caps will be auctioned off to raise funds for crucial pediatric care services. According to Adam Schefter,
“Bills QB and NFL MVP Allen now will be an equity partner with Buffalo-based @NewEraCap, and he will be working with patients at Oishei Children’s Hospital to create custom hats he will wear before each home game this season. Allen is becoming the ‘Director of Billustration’ for New Era Cap.”
This direct involvement demonstrates Allen’s hands-on approach to using his platform and influence for genuine community benefit.
Strong Leadership and Vision from New Era CEO
Chris Koch, CEO of New Era Cap, expressed enthusiasm about the partnership, emphasizing its unique nature in the sports endorsement landscape.
“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,”
Koch said. He acknowledged how rare it is for companies to offer equity stakes to athlete partners, noting,
“His new role at the company and his 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.”
This alignment highlights the authentic connection Josh Allen has cultivated with Buffalo’s culture during his tenure with the Bills, underscoring that this collaboration is more than business—it’s a heartfelt commitment to making a lasting difference.
Josh Allen’s Enhanced Off-Field Commitment Through Custom Caps and Charity
Beyond business and branding, Allen is leveraging this partnership for philanthropic impact. The custom caps, which feature artwork from children receiving care at Oishei Children’s Hospital, will serve as conversation pieces and fundraising tools. The auctions of these caps will directly support critical medical services, demonstrating how Allen’s involvement goes far beyond typical athlete promotions.
In addition to the charitable efforts, Allen has embraced new creative and professional outlets. He recently launched his first professional LinkedIn page to showcase his design contributions and future collaborations under the New Era partnership. This step signals his intent to expand his off-field presence thoughtfully while remaining grounded in community-focused projects.
Transforming Lifestyle: Josh Allen’s Discipline and Diet Regimen
Allen’s commitment to excellence extends to his personal lifestyle, particularly his diet and fitness routine. Fresh from marrying actress Hailee Steinfeld in May 2025, Allen emphasized the importance of looking and feeling his best for life’s memorable moments. His eating habits have undergone a substantial transformation, reflecting his intense focus on maintaining peak physical condition.
In an interview with GQ, Allen shared,
“Honestly, right now, it’s probably the best it’s ever been, partly because I wanted to look good for some recent events in my life. I was making sure that I was staying fit and slim so I could fit into the clothes.”
He keeps morning meals simple, often skipping breakfast or eating light when necessary, rejecting strict dieting rules like intermittent fasting in favor of listening to his body’s needs.
His protein intake is varied and health-conscious, rotating between steak, chicken, and fish, with sushi emerging as his staple protein source. Allen said,
“Sushi is like my favorite food right now, so it’s helped me with diversifying my proteins and what carbs I’m taking in. But I’m not sitting here counting calories.”
This choice reflects a smart approach, opting for clean protein and carbs without the heaviness of traditional American meals.
Allen’s discipline extends beyond what he eats; he has cut butter and dairy entirely to maintain a very clean diet. He explained,
“I’m also removing butter and dairy, trying to eat very clean.”
His recovery routine includes almost daily sessions in an infrared sauna with red light therapy, coupled with a rigorous training schedule of four days a week alternating upper and lower body workouts, plus swimming for full-body conditioning. Sleep is also critical to his regimen, with Allen securing eight and a half to nine and a half hours nightly, demonstrating an understanding that true recovery happens during rest, not just exercise. This level of dedication separates elite athletes like Allen from casual fitness enthusiasts.
Josh Allen’s Influence Extends Beyond Football and Inspires Fans
Josh Allen’s influence reaches far beyond his arm strength and on-field accomplishments—his charitable endeavors and disciplined lifestyle inspire many. As fans and community members observe his commitments, the question arises: how does Allen’s generous spirit affect you? His work with Oishei Children’s Hospital and integration into local Buffalo initiatives reveal his authentic dedication to giving back, offering hope and encouragement in an often overwhelming sports world.
Josh Allen’s heart is as big as his arm—how does his off-field work inspire you?
—Josh Allen