NFL MVP Josh Allen Leaves Nike for New Balance in Landmark Endorsement

 

Buffalo Bills star quarterback and reigning NFL MVP Josh Allen is making a major move off the field. On Friday, Allen announced he has left Nike to sign an endorsement deal with New Balance, marking one of the most high-profile athlete signings for the Massachusetts-based brand.

Allen shared the news in a heartfelt letter addressed to his hometown of Firebaugh, California—a community he says shaped his identity and laid the foundation for his career. As part of the partnership, New Balance has pledged to fund Firebaugh’s youth sports programs, ensuring future generations have the same opportunities to discover and develop their passions.

 

A Personal Connection to Firebaugh

Allen’s decision to reveal the deal through a letter to Firebaugh reflects how deeply tied he remains to his roots. Growing up in the small farming town, Allen recalled there were no elite quarterback camps or private trainers—only a tight-knit community with heart.

“Firebaugh didn’t have quarterback camps or private trainers. We had heart. We had community. And I wouldn’t trade that for anything,” Allen wrote.

By committing resources to youth sports in Firebaugh, New Balance is reinforcing Allen’s belief that the values of perseverance and community are just as important as athletic skill.

From the Swoosh to the “N”

Since entering the NFL in 2018, Allen had been a Nike athlete, wearing the iconic swoosh throughout his rapid rise from an unheralded prospect to one of the league’s most dominant quarterbacks. His departure represents a symbolic setback for Nike, which in recent years has faced slowing innovation and declining sales amid stiff competition from rivals.

New Balance, on the other hand, has steadily expanded its roster of star athletes, particularly in sports where authenticity and individuality resonate with fans. With Allen, the brand now adds one of the NFL’s most visible players to a lineup that already includes tennis champion Coco Gauff, MLB two-way sensation Shohei Ohtani, and WNBA rookie phenom Cameron Brink.

“As New Balance continues to grow its football family, we’re honored to welcome Josh Allen on the field and in the community, helping lead the next chapter,” the company said in a statement.

Allen’s Star Power

The timing of the announcement couldn’t be more fitting. Allen has helped guide the Bills to six consecutive playoff appearances and is one of the most recognizable faces of the NFL. His leadership and highlight-reel playmaking have made him a household name and a marketable figure far beyond Buffalo.

He was also featured prominently in HBO’s Hard Knocks: Training Camp with the Buffalo Bills, which wrapped up its finale earlier this week, giving fans an intimate look at Allen’s leadership and personality.

Just days before revealing his New Balance partnership, Allen also announced a role as Therabody’s first-ever Performance Advisor, adding another major endorsement to his growing portfolio.

More Than Just a Shoe Deal

While terms of the New Balance deal have not been disclosed, the inclusion of a direct investment into Firebaugh’s youth sports programs highlights how athlete-brand partnerships are evolving. Deals are no longer just about shoes and jerseys—they’re about community impact, shared values, and authenticity.

Allen underscored that sentiment in his letter, writing: “I’m proud to share I’m joining the New Balance family, a brand that, like Firebaugh, is built on family, community and authenticity.”

A Win for New Balance

For New Balance, signing Allen represents both a symbolic and strategic victory. By securing the endorsement of one of football’s brightest stars, the brand strengthens its presence in the NFL at a time when it’s positioning itself as a challenger to legacy sportswear giants.

For Allen, it’s an opportunity to align with a company that not only believes in his talent but also in the values of community that continue to define him.

As the 2025 NFL season kicks off, Allen won’t just be leading the Bills on the field—he’ll also be helping lead New Balance into a new era of football.