NFL MVP Josh Allen swaps Nike for New Balance

Reigning National Football League (NFL) most valuable player (MVP) Josh Allen has signed an endorsement deal with New Balance.

The Buffalo Bills quarterback announced the agreement in a letter addressed to his hometown of Firebaugh, California.

Although financial terms were undisclosed, New Balance has committed to jointly funding Firebaugh’s community youth sports program as part of the deal.

“I’m proud to share that I’ve joined the New Balance family, a brand that, like Firebaugh, is built on family, community and authenticity,” Allen wrote. “When New Balance asked me to come on board, it felt like coming home.”

The 29-year-old has endorsed Nike since entering the league back in 2018, but will now be the most high profile star on New Balance’s NFL roster, which includes Arizona Cardinals wide receiver Marvin Harrison Jr and New Orleans Saints defensive end Chase Young.

New Balance has deals with a number of top athletes, including baseball superstar Shohei Ohtani, tennis champion Coco Gauff and Arsenal forward Bukayo Saka.

However, it is uncertain whether the Bills quarterback will don New Balance’s boots during games as the Massachusetts-based brand does not currently have a licensing agreement with the NFL. Adidas, Nike and Under Armour, in contrast, all have footwear and gloves deals in place with the league.

Allen has accumulated a number of endorsements during his career, including with Pepsi, Snickers and New Era. Last week, he became Therabody’s first ever performance advisor and a Therabody athlete. As part of the deal, Allen will lead Therabody’s new campaign, which includes two national commercials, and will provide his own insight to the company’s expanding recovery technology offering.

He previously invested in Therabody in 2021. A year later, the wellness company was reported to have raised US$165 million in funding.

Ahead of the star of the NFL season, Allen also signed a multi-year partnership with SoFi.  The digital financial services firm will work with the quarterback on a national marketing campaign.

SOURCE: https://www.sportspro.com/news/josh-allen-nfl-mvp-new-balance-endorsement-september-2025/