New Era Cap Expands Josh Allen Partnership, Grants Equity and Awards Him the Title "Director of Billustration"
'Director of Billustration' Film LINKED HERE'Director of Billustration' Photos LINKED HERE
BUFFALO, N.Y., July 16, 2025 /PRNewswire/ — New Era Cap, the international sports and lifestyle brand, is proud to announce that Buffalo Bills quarterback Josh Allen is expanding his long-standing partnership with the company, becoming the first ambassador to receive an investment stake in the company and earning a new title as its first-ever 'Director of Billustration.' This is a renewed partnership as Allen has been a New Era ambassador since his rookie debut campaign in 2018. This new role will allow Allen to blend his love of the game, the city of Buffalo, and giving back to the community through an exclusive 9FORTY® Billustration Team Cap that was designed by the 2024 NFL Most Valuable Player.
In collaboration with Buffalo's Oishei Children's Hospital (OCH) and the Patricia Allen Fund, Allen will wear nine different 9FORTY® Billustration Team Caps that have been specially customized by OCH patients during the tunnel fit walk at each Bills home game. After each game, the cap Allen wore will be auctioned off to the public with proceeds going to the Patricia Allen Fund. The Patricia Allen Fund benefits the critical care teams at OCH, with 100% of donations directly used for the care of Western New York's children and families.
'Buffalo has become home for me and giving back to the community through my partnership with New Era means a lot,' said Allen. 'The long-term partnership we have built over the years is personal. 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.'
The initiative marks a new chapter in New Era's longstanding support of Buffalo's sports culture and philanthropic community.
'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,' said Chris Koch, CEO at New Era. '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 that Allen created. This viral moment was built into a two-minute film from New Era featuring Allen to announce the news of his new 'Director of Billustration' role. Allen filmed the content at New Era's corporate offices in Buffalo with appearances by Mark Maidment (SVP, Brand), Jesse Ladoue (Director, Marketing), Steve Gallo (General Manager, North America) and Andrew Cianflone (VP, Human Resources). The short film launched today, on July 16 (7/16), to help celebrate the city on 716 Day and show the commitment and pride that Allen and New Era have for the Buffalo community.
Allen authenticated his new role as 'Director of Billustration' at New Era with the creation of his first ever professional LinkedIn page. The page will continue to amplify Allen's creative leadership role at the company, while sharing news of upcoming initiatives, projects, and product launches.
The limited edition 9FORTY® Billustration Team Cap, in both a white and blue version, is available for public purchase and launches exclusively online today at neweracap.com.
ABOUT NEW ERA CAP: Since 1920, New Era Cap has been hand-crafting the finest headwear in the world. Today, with an expansive portfolio of global licenses, the addition of apparel and accessories lines, and 1,000+ worldwide retail store network, the brand is a market leader rooted in sports and an influencer of street and lifestyle culture around the world. The company is headquartered in Buffalo, NY, and its products are sold in more than 125 countries. For more information on New Era's global offices and partnerships, visit www.neweracap.com and social channels @neweracap.
PRESS CONTACT: Marc SausaBerk Communications for New Era Cap, LLC newera@berkcommunications.com
Lauren MenacheNew Era Cap, LLCLauren.menache@neweracap.com
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Malaysian Reserve
19 hours ago
- Malaysian Reserve
Chicago P.D." Star LaRoyce Hawkins is Grand Marshal of the 96th Bud Billiken® Parade, Hosted by Chicago Defender Charities
The Bud Billiken® Parade, the largest African American parade in the United States. CHICAGO, July 22, 2025 /PRNewswire/ — On Saturday, August 9, 2025 the 96th Annual Bud Billiken® Parade will take place on Chicago's South Side and will be a star-studded celebration of youth, education, and excellence – headlined by a beloved hometown hero. Chicago P.D. star and Harvey, IL native, LaRoyce Hawkins, will serve as Grand Marshal for this year's parade and festival. This year's theme, 'Road to 100', highlights that we are a few years away from our 100th anniversary. Since 1929, The Bud Billiken® Parade continues to uplift, empower, and inspire, marking the back-to-school season with pride and purpose. 'Imagine being a 9-year-old Black boy from Harvey, Illinois. The first time I heard the words 'Bud Billikin,' I remember being amused by the whimsical alliteration. Growing up just outside of Chicago, my family didn't always have easy access to the parade – Chicago often felt like a field trip. Eventually, watching the Bud Billikin Parade's live broadcast became a cherished tradition in our home. Actually attending the parade felt like a distant possibility, so to now be named Grand Marshal is both surreal and humbling. What makes this moment even more meaningful is that I get to share it with my son. That alone makes this the most unforgettable moment of the summer. With deep gratitude and pride.' –LaRoyce Hawkins 'LaRoyce Hawkins is an outstanding role model and a powerful example for our city's youth,' says Myiti Sengstacke-Rice, President/CEO of the Chicago Defender Charities and Chair of the Bud Billiken® Parade. 'His passion, commitment to service, and love for Chicago make him the perfect choice to lead this year's parade. For 96 years, the Bud Billiken® Parade has united generations -it's a movement, a cultural touchstone, and a launching pad for the future.' Joining LaRoyce Hawkins will be a dynamic lineup of celebrities, civic leaders, and changemakers. Honorary Grand Marshals include community influencers, educators, business leaders, and youth mentors who embody the values of legacy and leadership. The Parade kicks off at 10:00 a.m. at 41st Street and Dr. Martin Luther King Jr. Drive, traveling south through Washington Park and ending at Garfield Boulevard (55th Street) and Ellsworth Drive. Following the parade, attendees will enjoy the 'It Takes A Village' Bud Billiken® Festival, a full-day event featuring entertainment, local vendors, free school supplies, haircuts, health screenings, and family-friendly activities. The Bud Billiken® Festival runs from 10:00 a.m. to 4:00 p.m. in Washington Park and includes: Live performances and DJ entertainment Food and ice cream trucks Free school supplies and giveaways Health screenings, haircuts, and hair braiding Local vendors and resource booths For more information, visit and follow us on social media: Facebook: @BudBillikenParadeChicagoTwitter/X: @BudParadeInstagram: @budbillikenparade **Media Contact:****Jakari Anderson**Email: jakarianderson125@
Hype Malaysia
2 days ago
- Hype Malaysia
M&M'S® x ILLIT's Sweet Collaboration Sparks 'It's More Fun Together' Moments Across Asia!
Things just got a whole lot sweeter! Global chocolate brand M&M'S® has officially announced rising K-pop sensation ILLIT (아일릿) as its Asia ambassadors — fondly introduced as 'Friends of M&M'S®'. This marks the first time a K-pop group has partnered with the iconic colourful bite-sized chocolate brand. The collaboration launches a major regional campaign under the brand's refreshed tagline, 'It's More Fun Together'. If 'Magnetic' has been living rent-free in your playlist since 2024, you're not alone. ILLIT's debut single went viral, hit the Billboard Hot 100, and instantly captivated Gen Zs with its famed dance choreography. Fast forward to 2025, they've dropped their third mini album bomb—bringing back joyful beats, fresh looks, and energy levels that match a handful of M&M'S. Catherine Yap, Mars Wrigley Asia, Chocolate Marketing Director shared, 'ILLIT's vibrant music, captivating performances, and their ability to spread positivity mirror M&M'S mission of bringing people together through the power of fun. Each member brings a unique personality that syncs with the colorful cast of M&M'S Spokescandies – Red, Yellow, Green, Blue, Orange, Brown, and Purple – perfectly aligning with our brand message.' ILLIT expressed their excitement, 'We've loved M&M'S since we were kids and they've been part of our growing up, so we're thrilled to be joining them as ambassadors now as ILLIT. We look forward to having lots of 'fun together' through exciting collaborations in the upcoming campaign — M&M'S & ILLIT, FRIENDS FOREVER!' At the heart of this newly formed friendship is the 'M Dance Challenge', inspired by ILLIT's chart-topping debut track 'Magnetic'. Featuring a bespoke, fun, and catchy choreography curated to the song, the challenge invites fans to participate through music and movement. Keep your eyes peeled for tons of bite-sized content packed with sweet moments between ILLIT and our lovable M&M'S Spokescandies—because when chocolate and K-pop collide, it's an undeniable burst of fun. The M&M'S x ILLIT campaign will officially roll out from July 2025, across South Korea, Malaysia, Philippines, Thailand, Taiwan, Hong Kong, Singapore. Check out the official collaboration teaser and ILLIT's 'Jellyous' dance challenge with the M&M'S mascots:
Hype Malaysia
3 days ago
- Hype Malaysia
Levi's x Nike's Latest Collab Weaves Denim & Sneaker Culture – & It's Everything!
It's the collab we all knew we needed! Levi's® and Nike have joined forces once again for their most anticipated collaboration. This time, they've merged the rich denim heritage of Levi's® with Nike's legendary Air Max 95 silhouette. Uniting two brands that have continuously shaped the landscape of American sportswear and lifestyle fashion for generations, the latest Levi's® x Nike collaboration represents the perfect intersection of denim and sneaker culture. At the centre of the new collection are the Levi's® x Nike Trucker Jacket and Levi's® x Nike Baggy Jean – reimagined classic denim silhouettes with contemporary fits, featuring authentic selvedge denim and matching mid-to-light wear patterns elevated by signature off-white chain-stitching details and co-branded brown leather patches with Nike swoosh logos that replace traditional Levi's® elements. The trucker maintains the iconic Type II structure with selvedge running through the interior placket and a prominent chainstitch Nike logo on the back, while the baggy jean offers a generous, oversized fit specifically designed to complement the collection's footwear with the perfect leg opening and stack that enhances the sneaker's profile. The collection also includes three iterations of the legendary Nike Air Max 95, each meticulously crafted with premium Levi's® denim materials and unique design elements that honour both brands' DNA. The Levi's® x Nike Air Max 95 White/Ecru pairs low-key hues of Ecru Denim and matte white with a gum sole, providing a neutral look that pairs perfectly with your favourite worn-in Levi's® denim. The stealthy and smooth Levi's® x Nike Air Max 95 Black presents 14-ounce black denim construction for a bold, monochromatic statement. Levi's® x Nike Air Max 95 Denim showcases 14-ounce indigo denim construction with the same mid-to-light wash pattern as the apparel collection. A matte navy sole and midsole replace the typical semi-gloss finish, while the upper incorporates fabric variations unique to this collaboration. The OG 'Big Bubble' Air Max units give a nod to the original Nike Air Max 95 while delivering supreme cushioning underfoot. With a slightly slimmed-down silhouette, each shoe features exclusive details that celebrate both brands: Levi's® iconic Red Tab appears under the Nike swoosh on the right shoe only, while the sole's shank displays Levi's® red branding. The sock liner showcases a Levi's® dollar bill print on a red substrate. All three colourways are presented in custom packaging – classic Nike Air Max 95 boxes redesigned in Levi's® red with added batwing details. 'In collaboration with Nike, we set out to craft an immersive experience that celebrates the shared legacy and forward-thinking spirit of both brands. The opportunity to reimagine the iconic Nike Air Max 95 in honour of its 30th anniversary was a true milestone,' said Leo Gamboa, VP of Collaborations at Levi's®. 'By integrating our signature denim into one of Nike's most iconic silhouettes, we've created a seamless fusion of sport and lifestyle – honouring the past while pushing the boundaries of design.' The new Levi's® x Nike collection celebrates the authentic craftsmanship and innovative spirit that both brands embody, delivering sport-inspired style through meticulously designed pieces that honour each brand's legacy while pushing creative boundaries. By blending Levi's® authentic denim heritage with Nike's revolutionary Air Max design, the collection proudly sits at the intersection of sportswear and style in ways that only Levi's and Nike can. The campaign features hip-hop artist Larry June, WNBA player Paige Bueckers, NFL player Keon Coleman, and designer Daniel Buezo. The new Levi's® x Nike collection's apparel range is now available at Levi's® Suria KLCC store, The Exchange TRX store and The collection is exclusive to Levi's® Red Tab members only, where membership sign-up is required to make a purchase. The release date for the footwear will be announced soon on Levi's® official website.
