Nike has confirmed that legendary athlete Deion Sanders, also known as Coach Prime, has rejoined the Nike family. The announcement was made in a statement released by the athletic giant, welcoming Sanders back into the fold. The news was initially shared by Sanders himself on social media.
In an Instagram post created by his son, Deion Sanders Jr., Sanders expressed his excitement about reuniting with Nike. The post featured a series of images showcasing Sanders with his iconic Nike signature shoe, the Air Diamond Turf. The caption read, ‘We Coming’ @nike #CoachPrime.
This reunion is significant considering Sanders’ long-standing relationship with rival brand Under Armour. In a 2017 interview on the Complex program Sneaker Shopping, Sanders addressed his strained ties with Nike, stating that he would never work with the brand again. He also confirmed his 15-year tenure as an Under Armour ambassador.
However, Sanders had no choice but to reconcile with Nike after accepting the head coach position at the University of Colorado in December 2022. As a Nike-backed school, the sponsorship deal between Nike and Colorado mandated that Sanders exclusively wear Nike branded products while acting as the head football coach. This requirement left Sanders with no option but to return to the Nike family.
It is worth noting that Sanders signed a lucrative five-year, $29.5 million deal in December 2020 to become the head coach of Colorado. This appointment further solidified the necessity for Sanders to align with Nike once again.
The return of Sanders to Nike marks a significant development for both parties. Sanders’ undeniable legacy in the NFL and MLB, coupled with his new role as a college football head coach, brings tremendous visibility and influence to the Nike brand. Sanders’ impact on the athletic and sneaker culture over the years has been unparalleled, making this reunion a strategic move for Nike.
Overall, Nike’s confirmation of Deion Sanders rejoining the Nike family highlights the importance of his role as a prominent figure in the sports world. This development not only strengthens Nike’s brand image but also showcases the brand’s continued commitment to working with influential athletes and coaches. As the partnership between Sanders and Nike reignites, it will be fascinating to see what the future holds for this iconic collaboration.
