With a mission driven by love, Ruben Rojas has transformed urban landscapes into vibrant messages of hope and inspiration — and he brings the same approach to this collaborative NFL x Ruben Rojas Choose Love Square 9FIFTY hat from New Era. It features an undeniable Buffalo Bills graphic and Rojas’ distinct ”Love” wordmark embroidered in a repeating pattern on the front panels to send your team and everyone you pass nothing but positive vibes. Secure the perfect fit with the snap closure and step out with all the unshakable confidence of your squad on game day.