The 2025 NFL season is in the books, and it’s safe to say that there’s plenty of action both on and off the gridiron. Earlier today, Buffalo Bills quarterback Josh Allen has officially signed with New Balance.

In a letter published alongside the announcement, Allen opened up about his roots growing up in Firebaugh, California, and the values of grit, discipline, and community he credits for who he’s become. Joining the New Balance team, he wrote, “felt like home.” Tapping into the brand’s family focus and commitment to staying true to themselves and hard work, that’s a value statement sneakerheads and football fans will see manifest in the coming months.

The deal is an audacious one by New Balance, already a juggernaut in the lifestyle and running segments of the sneaker industry. Already a major player in football, the Boston-based brand is making an even bigger play for the association with Allen. Of course, there’s no way to ignore Nike as the NFL’s marquee partner, but as Allen’s deal is to show, there’s plenty of room for other contenders to find their lane. Keep an eye out for him breaking out New Balance cleats in-game as the 2025 season goes on.

Of course, for the curious sneaker fan looking to know what’s next, New Balance already has a full suite of football products for purchase on its site. Allen’s endorsement will carry plenty of credibility and no doubt drive interest from a younger generation of athletes exploring their options beyond the usual suspects. The move feels new, fresh, and deeply grounded in the culture of the sport.

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