New Era x NFLPA
In Today’s Lifestyle Market, Fans Expect More Than a Cap –
They Expect a Story.
As a global sports and lifestyle leader, New Era wanted to connect football with fashion in a way that felt real and lasting. With the NFLPA as a partner, the brand identified the right ambassadors and built campaigns that tied style to community, from Super Bowl activations to Inspire Change and Salute to Service content.
What began as a straightforward licensing opportunity grew into a deeper collaboration, one that gave fans a new perspective on their favorite players and reinforced New Era’s reputation as a brand rooted in culture and connection.
A Partnership That Turns Access Into Impact
Through their agreement with the NFLPA, New Era is able to leverage the power of group player rights at NFLPA Rookie Premiere and other key moments throughout the league year.
From the Field to the Feed
Using gameday photos and content captured at Rookie Premiere, New Era is able to integrate NFL stars into promotions and campaigns to elevate their status as the Official On-Field Cap of the NFL.
NEW ERA x NFL Players
Josh Allen, Director of Billustration
To announce their newest player ambassador, New Era brought in Josh Allen for a hilarious day-in-the-life commercial showcasing his playful new title as Director of Billustration.
Giving back to the community through my partnership with New Era means a lot. 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.
As both an ambassador and the first player with an investment stake in the company, Josh Allen and New Era are raising the bar for player partnerships and demonstrating the business value of pairing the right players with the right opportunities. New Era CEO Chris Koch echoed the importance of the personal connection in making this campaign successful: “Josh’s new role and unique vision will continue to strengthen our core values to be a progressive, authentic and disruptive brand, while finding creative ways to give back to the local Buffalo community and beyond.”
In partnership with Buffalo’s Oishei Children’s Hospital and the Patricia Allen Fund, Josh Allen will turn his tunnel walks into something even more meaningful for the 2025 season. At each Bills home game, he’ll wear a one-of-a-kind 9FORTY® Billustration Team Cap, each designed by a young patient at OCH. After every game, these special hats will be auctioned to raise funds that go right back to supporting the hospital and the kids who inspired them.
The NFLPA does more than connect brands to players – we build partnerships that last and deliver real business impact. For New Era, that meant more than caps on shelves. It meant stronger bonds between fans, players, and the brand. When you work with the NFLPA, you don’t just get access. You get alignment, strategy, and stories that matter.
