You’re walking through Niagara Square in downtown Buffalo, thinking about lunch or maybe that meeting you're late for, and then you look up. Suddenly, you’re staring into the eyes of a 110-foot-tall Josh Allen. It’s not just a billboard. It’s a massive, 11-story black-and-white installation draped over the historic Statler building. Honestly, it’s a lot to take in.
The josh allen gatorade poster isn’t just some corporate ad meant to sell more Glacier Freeze. For the Bills Mafia, it’s basically a religious icon. It appeared almost overnight in September 2024 as part of Gatorade’s "Is It In You?" campaign relaunch, and it immediately broke the local internet.
The Story Behind the Statler Installation
Most fans didn't even know it was coming. Even Josh Allen himself told reporters he had no clue he was about to become the face of a skyscraper. He found out when the memes started hitting his phone. The project was a massive undertaking by a company called Inwindow Outdoor. They had to deal with the notorious Lake Erie winds while strapping a 120' x 118' vinyl banner to a building that’s over a hundred years old.
They used 50 railroad-tie reinforcements just to keep the thing from flying away into the harbor. It was only supposed to be up for 30 days, but it felt like a permanent shift in the city's skyline.
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Why this poster feels different
Gatorade didn't go for a glossy, color-saturated action shot. They went with a gritty, high-contrast black-and-white portrait. It mirrors the aesthetic of the original 1990s campaign that featured Michael Jordan.
You've probably seen the commercial that goes with it. It’s called "Hello Coach," and it focuses on the rejection Allen faced. It shows the emails he sent to Division I coaches that went unanswered. It highlights the "it"—that internal drive that kept him going from Firebaugh to Reedley College, then Wyoming, and finally to Buffalo.
- Size: 11 stories tall (roughly 120 feet)
- Location: Statler Hotel facade, Niagara Square
- Style: Industrial monochrome with "Is It In You?" branding
- Impact: Millions of views on social media within hours of installation
The "Is It In You?" Revival
Gatorade brought back this tagline because they realized athletes today are under a weird amount of pressure from social media and external "noise." According to their own research, something like 53% of Gen Z athletes drop out of sports because of those external factors.
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By putting Allen on that wall, they weren't just showing a star; they were showing a survivor of the system. Allen’s path—the "zero star recruit" narrative—is the perfect fit for a brand trying to reclaim its "sweat and grit" identity.
Controversy and permits
Interestingly, the poster wasn't without drama. The Buffalo permit commissioner actually noted that Douglas Development (the building owners) didn't have the proper permits when it first went up. It was a classic "ask for forgiveness, not permission" move that only added to the legend.
Fans didn't care about the paperwork. They treated it like a shrine. People were showing up in full Bills gear just to take selfies with "Big Josh."
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Where Can You Get a Josh Allen Gatorade Poster?
Because the Statler banner was a custom, one-off installation, you can’t exactly buy the 11-story version for your bedroom. But the demand for a retail version of that specific image went through the roof.
- eBay and Third-Party Prints: You can find high-quality 24x36 or 11x17 replicas of the "Is It In You?" Josh Allen shot on sites like eBay. Most of these use 210 gsm fine art paper and have that same matte finish.
- Fathead Wall Decals: If you want something massive but not "skyscraper massive," Fathead offers a "Peel & Stick" version of Allen in his Bills gear. It’s not the exact Gatorade art, but it’s the closest thing to a life-size wall covering.
- Trends International: This is the brand you usually see in Target or Walmart. They carry the official NFL "Feature Series" posters. While they focus more on action shots, they occasionally release the "Is It In You?" black-and-white promo art during peak season.
Why It Matters to Buffalo
It’s hard to explain to people outside of Western New York why a Gatorade ad matters so much. But for a city that’s often overlooked, seeing your guy—the guy who was also overlooked—towering over the city center is a statement.
Allen’s reaction said it all: "The 6 or 7-year-old kid that is me is going crazy right now." He mentioned that if the poster inspires one kid from a small town to keep going when they don't get an offer, it's worth it.
Honestly, the poster has become a symbol of the 2024-2025 era of Bills football. It’s about more than just hydration; it’s about the fact that Buffalo finally has a "superhero" who looks back at them from the skyline.
Actionable Next Steps for Fans
If you're looking to snag a piece of this history, don't just search for "Josh Allen poster." You need to be specific to find the Gatorade aesthetic.
- Search for "Josh Allen Is It In You Poster" on eBay or Etsy to find the black-and-white gritty style.
- Check local Buffalo shops like 26 Shirts or local art galleries; they often have "bootleg" or artistic renditions of the Statler banner that are cooler than the official corporate ones.
- Verify the paper quality. If you're buying a replica, look for "Giclée" or "heavyweight matte paper" to ensure the black-and-white doesn't look washed out or grey.
- Visit the mural. If you're actually in Buffalo, head over to Sports City Pizza Pub on Niagara St. There’s a permanent mural there by Carl Cordes that captures the same "Generational Talent" energy of the Gatorade campaign.