Josh Allen didn’t hesitate when snow came up in a new New Era commercial.
The Buffalo Bills quarterback, alongside Matthew Stafford and Micah Parsons, appears in a spot for the company’s 2026 NFL Sidelines Collection, and the setup is simple: the three stars are shown in dramatic slow-motion closeups wearing New Era caps while dealing with the elements. Rain and snow hit Allen and Parsons, while Stafford gets much better weather.
Then the camera widens and the joke lands. The three players are standing together in front of a green screen.
“Snow game?” Parsons asks Stafford.
“No chance,” Stafford responds.
Allen leans in and delivers the line that fits him best: “I’m in.”
That reaction makes sense for a quarterback who’s spent plenty of time in the snow and, as it turns out, has an unusual connection to headwear too. Allen is officially listed as New Era’s Director of Billustration.
The title traces back to a viral moment from his rookie season in 2018, when Allen was asked to draw the Bills logo from memory and came up with a blue buffalo that looked a bit fuller than the real version. Allen later said the drawing was “a little chunkier” than the actual logo.
“I like to eat, so…” he explained.
Bills fans eventually gave the drawing a nickname: the potato.
Seven years later, New Era turned the running joke into a real job title. On July 16, 2025, the Buffalo-based company named Allen its first Director of Billustration and said he had received an investment stake in the company, making him New Era’s first brand ambassador to get an equity stake.
The company also expanded the Billustration idea into a charitable effort. During the 2025 season, Allen wore nine different caps created by patients at Oishei Children’s Hospital when he arrived for Bills home games. Those hats were later auctioned to benefit the Patricia Allen Fund, which is named for Allen’s late grandmother and supports the hospital’s pediatric critical care team.
The commercial ties into New Era’s warm- and cold-weather NFL sideline collections, which are designed for players, coaches and staff to wear during games. The warm-weather collection launched Aug. 3, and the cold-weather collection is set for release Sept. 28.
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