Deion Sanders gives fans sneak peek of new edition Prime Brand sunglasses after reported $5,000,000 revenue during season

Colorado Buffaloes head coach and the founder of the fashion brand PRIME, Deion Sanders has been making waves with his latest eyewear line.

According to The Denver Gazette, the “Blenders & the PRIME BRAND” sunglasses generated an estimated $5 million in pre-order revenue in just over a week after their announcement in September 2023.

Reportedly priced at $67 each, nearly 70,000 pairs were pre-ordered, and Sanders stands to earn royalties from each pair. The coach collaborated with Blenders Eyewear in 2023 to introduce his own eyewear line under the “Coach Prime” label.

In a recent Instagram post, the Buffs coach hinted at new developments with Blenders and the PRIME BRAND, saying:

“I’m happy about 2023 but excited immensely about 2024. @blenders & the PRIME BRAND are taking our game to the next level,” Coach Prime added. “More Frames, More Styles, More Looks means more of You stealing the Moments. Let’s Grow & Go Together baby.”

PRIME, which was launched in 2020 and includes footwear, gloves, hats, scarves, and clothing, has been expanding its offerings.

Last September in a live show, Sanders handed out the brand's sunglasses to ESPN’s entire team. Stephen A. Smith, Shannon Sharpe, Pat McAfee, and The Rock received the gift, with sales having exploded since.

Deion Sanders’ Buffs gear is the new campus craze

Deion Sanders' Buffaloes reached a peak by April, as the university declared a sold-out 2023 season—a two-decade first. Within a month, 20,000 Colorado fans sought season tickets, foreshadowing a merchandising boom fueled by their enthusiasm.

And indeed, it did.

UC Boulder apparel sales skyrocketed 525% in December 2022 compared to the previous year, reflecting the widespread adoption of 'Coach Prime' merchandise among fans.

According to SI, in May 2023, the Buffaloes sold tickets to their spring game priced at $10 each, which generated roughly $343,000 in revenue. The game also yielded nearly $123,000 in merchandise revenue, the “largest” of any home game in 2022, along with about $143,000 in concessions.

Deion Sanders illuminated iconic brands

In December 2022, Sanders signed a five-year, $29.5M deal, officially becoming UC football's head coach. As per Celebrity Net Worth, he has amassed a staggering net worth of $45 million as of December 2023.

Coach Prime has leveraged his stardom into endorsement partnerships with iconic brands such as Burger King, Pizza Hut, Nike, Pepsi, Sega and American Express.