A massive billboard featuring Buffalo Bills quarterback Josh Allen has been installed on the Statler building in Downtown Buffalo as part of a Gatorade advertising campaign, showcasing Allen's journey to the NFL. Standing 11 stories tall and overlooking Niagara Square, the billboard has generated excitement among local residents, many of whom view it as a symbol of community pride and support for the team. Fans have expressed positive reactions, likening the advertisement to those seen in larger cities and appreciating Allen's local impact. While the tagline 'Is it in you?' has raised some questions, the overall sentiment is that the billboard enhances the city's appeal. Alongside the billboard, a new mural celebrating Allen's 'Generational tALLENt' has also been created, further solidifying his status in the region. The growing recognition of Allen, who was once overlooked, reflects his significant contributions to the Bills and the Buffalo community.