Number 133
Image source: New Era
Josh Allen and New Era Foster Community Impact Through New Role
Featured Focus:
Athlete-driven Impact,
Partnerships for Good, Community Programs
Scope of Impact:
Local
Scouting Report: Buffalo Bills quarterback Josh Allen is stepping into an innovative role as New Era Cap's first-ever "Director of Billustration" with an investment stake. Here’s what you should know:
A New Era of Partnership: Allen's expanded role includes an equity stake in New Era, positioning him as a strategic partner, not just a spokesperson. His deep personal connection to Buffalo and Oishei Children's Hospital, plus the viral origin of "Billustration" from his sketch, ensure genuine collaboration.
Creative Vision Meets Community Impact: His "Director of Billustration" role centers on exclusive 9FORTY® Billustration Team Caps, inspired by his sketch. Patients from Oishei Children's Hospital customize these caps, with auction proceeds directly benefiting the Patricia Allen Fund for pediatric care. Allen will wear nine custom hats during his tunnel walk at each home games this season.
Local Roots, Global Resonance: The initiative is deeply rooted in the Buffalo community, leveraging Allen's strong local ties and commitment to Oishei Children's Hospital. This local focus allows for measurable impact and strengthens brand identity, demonstrating how local engagement can resonate globally.
Josh Allen's new role and equity stake with New Era signify a profound, strategic commitment beyond typical endorsements. It is rooted in the authentic relationship between Josh Allen, the Bills, and the community. We love it and we love how New Era announced with a playful, dry video that fits perfectly with their brand personality and Allen’s persona.
The initiative excels by integrating Oishei Children’s Hospital patients’ artwork into the "Billustration" caps , transforming a product into a conduit for pediatric care.
Allen's deep personal connection to Buffalo and the hospital amplifies the campaign's resonance. This initiative is a strategic fusion of sports, commerce, and social good. It sets a powerful precedent for athletes and brands to drive genuine, localized change, proving impact can be both profound and profitable.
The one aspect of this partnership that we’d love to see included as another layer is a participation from no other than the Bills Mafia.
What if New Era held a design contest for Bills fans to create an official Bills Mafia cap? It’d be a no brainer purchase for anyone supporting the Bills and part of the proceeds of these sales could still go to the Patricia Allen Fund for pediatric care.
It would continue to leverage the community aspect of this wonderful partnership and align with all the philanthropic spirit of the Bills Mafia.
It’s Sunday. Football season is coming up. The preseason is in full swing and we could use the next few weeks to get ready by brainstorming ideas about meaningful partnerships between NFL teams, players, and brands. Light up the barbeque, start brainstorming, and let us know your ideas!
