New Era Cap Launches 2025 NFL Sidelines Collection With Josh Allen as Director of Billustration

New Era Cap unveils its new NFL Sidelines Collection with innovative caps designed for all weather and a national campaign starring MVP quarterback Josh Allen.

BUFFALO, N.Y., August 5, 2025 – New Era Cap, the global sports and lifestyle brand and Official Sideline Cap of the NFL, has officially released its 2025 NFL Sidelines Collection, highlighted by a new campaign and commercial featuring Josh Allen, 2024 NFL MVP and Buffalo Bills quarterback, now serving as New Era’s first-ever “Director of Billustration.”

Josh Allen Brings Functional Fandom to Life

This campaign showcases New Era’s expanded partnership with Allen, who was recently granted an investment stake and the creative role “Director of Billustration.” In the new commercial, Allen demonstrates the versatility and durability of the Sidelines Collection, emphasizing caps built to withstand every weather condition—not just “fair weather.”

Josh Allen said, “I was ready to dive into this campaign and bring this collection to life, capturing what players and fans experience on gameday. Adapting to weather conditions on the field is critical for performance, and it’s just as important that our gear adapts with us. Across the NFL, fans pack the stands and give everything they’ve got, regardless of the weather. This campaign celebrates the special connection we have with our fans — a bond that can’t be rattled by triple-digit heat or feet of snow.”

Tim Shanahan, Sr. Director of Licensed Products at New Era said, “This collection is designed to meet the needs of players and fans from NFL Kickoff through Super Bowl Sunday and all year round. It complements the full NFL season of gameday experiences, and our longtime friend and partner Josh Allen really brought the Sidelines Collection to life. We wanted to showcase how our products can withstand any weather elements and highlight our concept of a high-performance collection for everyone, whether you’re calling the plays on the field or calling for other fans in your section to get loud.”

Collection Features: For Heat and Cold, All Season

The Sidelines Collection includes two dedicated lines—Heat and Cold—ensuring both players and fans can find caps for any climate. Both ranges feature the 59FIFTY Retro-Crown A-Frame, 9FORTY M-Crown, 9SEVENTY, and 9FIFTY Split Panel silhouettes. Additional styles are tailored for specific weather:

• Heat Collection: Includes lightweight, water-repellent caps, quick-dry sweatbands, and breathable mesh.

• Cold Collection: Offers insulated styles like Cuff Beanies, Campers with Dog Ears, Pom Knit, and Balaclavas for optimal warmth.

Each cap is water-repellent and features a premium cushioned sweatband. Team logos appear on all styles in a bold silicone patch, letting fans and athletes alike show their pride in any conditions.

Campaign Captures the Spirit of Fandom

The campaign ad creatively pushes boundaries by placing Allen and devoted fans in settings that shift from blazing heat to pouring rain and thick snow—demonstrating cap performance throughout the NFL season. The spot airs nationally on ESPN, Prime Video, NBC Sports, Fubo, YouTube TV, Hulu, SB Nation, The Athletic, and all New Era and NFL digital platforms.

Where to Get the Collection

• The New Era x 2025 NFL Sidelines Heat Collection is available now at neweracap.com and nflshop.com.

• The Cold Collection launches September 28, 2025.