Bills Star Signs With New Balance to Support Firebaugh — Bringing Buffalo Back Home

Buffalo, NY — Sep 2025 — Josh Allen, the heartbeat of the Buffalo Bills and the pride of Firebaugh, California, has officially signed with New Balance. In a heartfelt personal letter, Allen and New Balance announced a joint commitment to his hometown — ensuring that every family in Firebaugh has access to community sports programs, no matter their financial situation.

“I’m proud to share I’m joining the New Balance family — a brand that, like Firebaugh, is built on family, community, and authenticity,” Allen wrote. “My parents, the greatest role models I could ask for, built their lives on those values and raised me and my siblings the same way. So when New Balance asked me to come on board, it felt like coming home.”

This is more than just a sponsorship deal — it’s a statement of gratitude to the small Central Valley town that shaped Allen’s story. Firebaugh — a farming community surrounded by cotton fields and harvest seasons — remains at the core of his identity. From raising $100,000 through hoodie sales for Firebaugh High School to donating sports equipment, Allen has consistently kept his roots close, even as his NFL stardom grew.

In his letter, Allen drew a clear parallel between New Balance’s values and Firebaugh’s spirit — family, community, authenticity. Those same values fuel his game on the field and his mission off it. This isn’t about flash or fame; it’s about giving back, honoring the place where his dream began.

Josh Allen isn’t just another NFL superstar signing an endorsement deal. He’s Firebaugh’s son, carrying humility and gratitude into every step. This partnership with New Balance reinforces what has always been true: wherever football takes him, his heart will always run back home.