Josh Allen's 'Billustration' initiative with New Era, raising over $140K for children's hospital, returns
For Year 2, Buffalo Bills fans will be able to purchase each 'Billustration' hat, which will benefit the Patricia Allen Fund at GCH Buffalo
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Last NFL season, you may have noticed Buffalo Bills quarterback Josh Allen wearing some unique hats while walking in and out of Highmark Stadium each week for his games.
No, it wasn’t the usual Bills logo, or even the team’s blue and red colors, on the front. Instead, it is an array of designs, colors and themes all with a special purpose.
New Era Cap and Allen began the "Billustration" initiative, where children receiving care at Golisano Children’s Hospital in Buffalo designed eight caps for the Bills’ star quarterback to wear for each home game.
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Josh Allen of the Buffalo Bills walks into the stadium before a game against the New York Jets at Highmark Stadium on Jan. 4, 2026 in Orchard Park, New York. (Timothy T Ludwig/Getty Images / Getty Images)
It’s back for the 2026 season with eight more special designs by eight new children showcasing their artistic abilities under the bright NFL lights for an amazing cause.
Last season, the "Billustration" initiative raised $140,230 for the Patricia Allen Fund at GCH Buffalo. So, it’s only right that a second iteration of it comes back in 2026, but with an awesome twist: fans will have the ability to purchase all eight of the designs to collect to match Allen, who will be wearing them all in his tunnel walk before home games at the new Highmark Stadium.
"I am incredibly proud of everything last season’s "Billustration" campaign with New Era achieved and I was eager to bring it back for the 2026 season in response to the demand from fans to get their hands on these special caps," Allen said in a statement obtained by FOX Business.
"Knowing fans can now collect every design and wear them alongside me all season makes it even more special as we continue to support the Patricia Allen Fund and the amazing care provided at Golisano Children’s Hospital of Buffalo."
Each cap transforms the personal passions, favorite memories and creative ideas of each child into a wearable work of art that won’t just be for Allen to wear anymore – it’s for all Bills fans. And every single purchase will benefit the Patricia Allen Fund at GCH Buffalo.
One of the "Billustration" hats from New Era's campaign with Buffalo Bills QB Josh Allen. (New Era / Fox News)
"One of the most special parts of Billustration is seeing the kids’ creativity come to life and learning where their inspiration comes from. Their imagination and perspective are incredibly powerful," Danielle Koch, executive director at the New Era Cap Foundation, said in a statement. "It’s incredibly rewarding to be part of this initiative with Josh and to see how it brings our community together in support of the kids and families at Golisano Children’s Hospital of Buffalo. We’re proud to help give their creativity a platform and make a meaningful different for families in our community."
Allen is the "Director of Billustration" for New Era, which is the "role" he took on after becoming the first ambassador of the company to receive an investment stake as they expanded their partnership last season.
Allen will be wearing Jack’s design for the Bills’ Week 2 home opener against the Detroit Lions, which will be a primetime matchup on "Thursday Night Football." Then, the following home games will be as follows:
- Bills vs. Chargers: Mason (Sept. 27)
- Bills vs. Patriots: Charlotte (Oct. 4)
- Bills vs. Ravens: Isaac (Nov. 1)
- Bills vs. Dolphins: Avery & Amar’e (Nov. 22)
- Bills vs. Chiefs: Killian (Nov. 26)
- Bills vs. Bears: Caleb (Dec. 19)
- Bills vs. Jets: Grace (Jan. TBD)
Five of the eight New Era caps designed by children receiving care at the Golisano Children's Hospital of Buffalo as part of their initiative with Buffalo Bills QB Josh Allen. (New Era / Fox News)
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"Last year’s Billustration campaign blew us away with the excitement, success and support for the Patricia Allen Fund," Stephen Turkovich, MD, president of the Golisano Children’s Hospital of Buffalo, said in a statement. "Jack, Mason, Charlottee, Isaac, Avery and Amar’e, Killian, Caleb and Grace put so much creativity into these designs, knowing that their caps will bring support to more kids just like them through the donations to the Patricia Allen Fund. Donations like this help ensure we can enhance equipment and support crucial programs."