New Era Cap Launches 2025 NFL Sidelines Collection with Commercial Starring Josh Allen

New Era® Debuts an Official Two-Part Premium NFL Sidelines Collection with Products for
Both Extreme Heat and Brutal Cold — Built For All Weather, Not Fair Weather

New Era x NFL 2025 Sidelines Collection Commercial LINKED HERE
New Era x NFL 2025 Sidelines Collection Photos LINKED HERE

BUFFALO, N.Y., Aug. 5, 2025 /PRNewswire/ -- New Era Cap, the international sports and lifestyle brand and Official Sideline Cap of the National Football League (NFL), announces the launch of the 2025 NFL Sidelines Collection with a national campaign and commercial starring Josh Allen, the reigning 2024 NFL Most Valuable Player, Buffalo Bills quarterback, and New Era's first-ever "Director of Billustration". The expansive collection introduces New Era's evolved functional fandom approach to designing caps built "for all weather, not fair weather."

This latest national campaign follows the announcement of New Era's expanded partnership with Allen, which granted an investment stake in the company and an appointment as "Director of Billustration." The commercial showcases the versatility of this year's NFL Sidelines Collection as well as the durability of individual caps designed to withstand the elements. The collection is made for the athletes who leave it all on the field and for fans who stand alongside their team, no matter the conditions.

"I was ready to dive into this campaign and bring this collection to life, capturing what players and fans experience on gameday," said Allen. "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."

"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," said Tim Shanahan, Sr. Director of Licensed Products at New Era. "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."

Collections Built For All Weather

The two-part NFL Sidelines Collection features a Heat and a Cold Collection with intentional silhouette crossovers, ensuring that players and fans can find styles suited for any weather setting. Both collections include the 59FIFTY® Retro-Crown A-Frame, 9FORTY® M-Crown, 9SEVENTY®, and 9FIFTY® Split Panel. The Heat collection exclusively offers the 59FIFTY®, 9SEVENTY® Trucker, Visor, Runner, and Bucket caps, while the Cold collection uniquely includes the Cuff Beanie, Beanie, Camper Dog Ear, Pom Knit, and Balaclava silhouettes.

This versatile collection offers silhouettes built for every weather condition. The warm-weather styles are crafted in lightweight, water-repellent materials with breathable mesh detailing and feature a premium quick-dry cushioned sweatband to help keep players and fans cool. The cold-weather silhouettes also feature a premium quick-dry cushion and are made from water-repellent materials, but are crafted with heavier, more insulated materials, like wool, yarn, and fleece. Each cap prominently features the team's logo, encased in a silicone patch, allowing the wearer to showcase the pride they have in their team.

Campaign Captures Functional Fandom

New Era created a spot that pushes creative boundaries, delivering something that is visually impactful and true to the brand. Set on the field and in a sports bar, Allen and fans are seen experiencing all weather elements. From the sweltering heat, heavy rainfall, and thick snow, the viewer can see how this collection thrives through any weather conditions.

The Campaign launches today across multiple platforms, including ESPN, Prime Video, NBC Sports, Fubo, YouTube TV, and Hulu. Fans can also watch it on SB Nation, The Athletic, as well as New Era's and the NFL's digital channels.

The New Era x 2025 NFL Sidelines Heat Collection is available for public purchase and launches online today at www.neweracap.com and www.nflshop.com. The New Era x 2025 NFL Sidelines Cold Collection will launch on September 28, 2025.

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: 
John Mackowiak
The Martin Group for New Era Cap, LLC.
518-618-1175 | [email protected]

Lauren Menache New Era Cap, LLC
[email protected]

SOURCE New Era Cap LLC