Josh Allen's Balancing Act: New Balance, New Era, and the Bills' New Era
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Josh Allen's Balancing Act: New Balance, New Era, and the Bills' New Era
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About this listen
Buffalo is buzzing about Josh Allen this week. Off the field, he’s at the center of several major headlines. First, Allen continues to drop clues about a major change in his footwear endorsements. He showed up at Saturday’s Bills preseason opener decked out head-to-toe in New Balance gear—from Made in USA 990v6 sneakers to unreleased white cleats. While there’s no official confirmation from New Balance or Allen, those in the know are treating it as an open secret that Allen has closed the Nike chapter and is about to become the flagship NFL ambassador for New Balance—a move being touted by Sports Illustrated as potentially “the most important signing in New Balance football history.” Sneakerheads are on high alert for the formal announcement as the regular season approaches.
Meanwhile, Allen is also the star of New Era’s new national campaign, fronting their 2025 NFL Sidelines Collection commercial. New Era is leveraging Allen’s MVP status, and his expanded partnership comes with an investment stake and a unique title: “Director of Billustration.” Allen’s personal touch is evident in the national advertisements, which highlight both his connection to Buffalo fans and his ability to perform under all weather conditions. According to the campaign, Allen helped bring the collection to life for both the pros and everyday fans, emphasizing versatility and team spirit.
On the football front, Allen remains the voice of leadership in Buffalo’s training camp, even as he sat out the preseason opener against the Giants—a strategic decision by head coach Sean McDermott that Allen fully endorsed. He fielded media questions on the ongoing contract standoff with running back James Cook, who is pushing for a salary in the $15 million per year ballpark. Allen described Cook’s absence as “no different than Khalil [Shakir] being out with an ankle,” but emphasized how much the team “desperately” wants Cook back on the field before the season. Speaking candidly, Allen noted the business realities and the importance of generational wealth, while stressing he has no say in the negotiations—he’s just rooting for all his teammates to get paid and stay healthy. Allen’s remarks have become soundbites across ESPN, NFL Network, and social media, with fans weighing in from both sides.
Allen also made news by mentoring rookie quarterback Jaxson Dart, the 25th overall draft pick, dispensing essential advice for starting an NFL journey—another sign that his influence stretches beyond stats. And in business circles, Allen’s visibility rose again this week as New Era’s launch coincides with big moves in Buffalo’s grocery market, making him a local face of national campaigns.
With his New Balance connection nearly official, a starring role in national ads, and continued command as Buffalo’s franchise leader—all while handling teammates’ contract drama with steady diplomacy—Allen’s every move is fast becoming headline material with serious long-term impact.
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