Josh Allen was offered a snow game.
He didn't need much convincing.
The Buffalo Bills quarterback stars alongside Matthew Stafford and Micah Parsons in a new New Era commercial promoting the company's 2026 NFL Sidelines Collection.
The three NFL stars are shown in dramatic slow-motion closeups wearing New Era caps while braving the elements. Rain and snow fall around Allen and Parsons, while Stafford gets considerably nicer weather.
The camera pulls back to reveal the three players standing together in front of a green screen.
"Snow game?" Parsons asks Stafford.
"No chance," Stafford responds.
Allen leans over.
"I'm in."
Allen knows about playing football in the snow. He also has a little more authority on hats than the typical NFL quarterback.
His official
title is Director of Billustration at New Era.
Why is Josh Allen the Director of Billustration?
Allen was asked to draw the Bills logo from memory as an NFL rookie in 2018 and produced a blue buffalo that was a little more well-fed than the real thing.
Allen admitted at the time that his drawing looked "a little chunkier" than the actual logo.
"I like to eat, so…" he explained.
The drawing became known among Bills fans as the potato.
Seven years later, Buffalo-based New Era turned the joke into a job title.
New Era named Allen its first Director of Billustration on July 16, 2025, and announced that he received an investment stake in the company. Allen became New Era's first brand ambassador to receive an equity stake.
The company also turned Billustration into a charitable project.
Allen wore nine different caps designed by patients at Oishei Children's Hospital when he arrived for Bills home games during the 2025 season. The hats were later auctioned to benefit the Patricia Allen Fund, named after Allen's late grandmother, which supports the hospital's pediatric critical care team.
New Era sideline collections
The New Era warm- and cold-weather NFL sideline collections include caps designed to be worn by players, coaches and staff during games.
The warm-weather collection launched Aug. 3. The cold-weather collection will be released Sept. 28.
This article originally appeared on Rochester Democrat and Chronicle: Josh Allen has perfect response when offered a snow game in new commercial
