Deion Sanders, coach prime, Colorado

Deion Sanders Uses Shade To Sell Shades

Deion Sanders knows the game of football and advertising like few others, evidenced by two big wins on Sept 16. Sanders entered into a collaboration with Blenders Eyewear to capitalize on the shades that he often wears while patrolling the sidelines at University of Colorado football games.

According to the Blenders x Prime storefront, the shades retail for $67, but with a coupon first-time buyers get a 15% discount.

During an appearance on ESPN‘s First Take, Sanders handed out pairs to Stephen A. Smith, Molly Querim, and Shannon Sharpe. He also gave shades to Dwayne “The Rock” Johnson on ESPNs College Game Day. Johnson was serving as a guest on the show alongside the coach. Johnson was fresh off his surprise appearance on the Sept. 15 Denver episode of WWE’s Smackdown. 

Sanders also gave shades to his entire football team, and footage of this went viral. In the video, Sanders implied that the Colorado State University head coach Jay Norvell gave them ammunition when he criticized Sanders’ habit of wearing sunglasses and a hat during interviews, suggesting that Sanders wasn’t properly raised.

Sanders told his team, “They done messed around and made it personal…Not are we gone kick they butts but it’s gone be business but it’s also pleasure.” He then revealed to the team that he has a line of shades with Blenders Eyewear. He added that Norvell unwittingly helped him with business.

According to sports personality Joe Pompliano, Sanders said that the eyewear company generated $1.2 million in sales in one day..


As far as the game goes, Colorado won 43-35 in a double overtime thriller that lived up to the expectations of a rivalry game. It was not, however, without controversial moments.

First, the two teams nearly had a brawl break out before the game as tempers flared. Then, during a first-quarter play where premier two-way superstar Travis Hunter ran along the sideline for a pass, he was hit while in a defenseless position by a Colorado State player.

Following the play, Sanders’ son and Heisman trophy candidate Shedeur Sanders had to be held back by a teammate from getting in the opposing player’s face. The younger Sanders engineered a drive to tie the game late in the fourth quarter and then led the game-winning 98-yard overtime drive. 

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