So... they replaced one over-priced, over-hyped product with another one of the same fashion. K.
While IMO both are overrated, Bose IMO has been at least a bit more about sound than fashion, and has contributed some decent R&D. That may change with Beats now owned by Apple, but my impression is that they were mainly catering to rap fans and young people up to now, not people that actually cared about the sound quality.
Having the league make such deals is IMO outrageous though. Stupid though endorsements may be, IMO endorsement deals for personal use products like headphones should be made with teams or players, not with the NFL; that way, there's room for some variety rather than one big spender paying money to the back room bunch that doesn't even need more money than they've got. Nothing against rich guys. But the game needs players and teams, it doesn't need more money going to the league. And the consumer probably benefits when there's a variety of brands being able to access sports endorsement based advertising. (although the old no-ad idea - lower prices and no advertising - still appeals to me more)
I'm not quite saying that the league should be prohibited from making such deals, but I don't like it.