Buffalo Bills star quarterback Josh Allen just announced his partnership with New Balance, and he did it in the most personal way possible.

Instead of a press release or flashy ad, Allen wrote a heartfelt letter to his hometown of Firebaugh, California, where his NFL dreams first began.

In the letter, Allen reflects on growing up in Firebaugh: working on the family farm with his dad, learning the value of grit and discipline, and building unshakable bonds with his siblings. He credits his hometown, his family, and his community with shaping the person and athlete he is today.

Now, Josh and New Balance are teaming up to make sure that the next generation in Firebaugh has access to the same kind of opportunities that helped shape him.

Together, they’re funding community sports programs so kids can play, no matter their family’s ability to pay. It’s a full-circle moment that blends family, community, and giving back, all while Allen steps into a new role with New Balance.

For fans who want to feel the emotion for themselves, you can read Allen’s full letter below. It’s a reminder that while he may play on the biggest stages in the NFL, his heart is still right at home in Firebaugh.