Blenders and Coach Prime Sanders Launch New Sunglasses Collection
By Kristi Dosh
Last Updated on August 29, 2025
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Blenders Eyewear and Colorado head football coach Deion “Coach Prime” Sanders have teamed up once again to release a third season of their Prime21 Collection. The latest drop, The Kingpin, was unveiled this week with the campaign slogan “Every Day is Gameday.”
The sunglasses, a frameless shield design with polarized lenses, continue Sanders’ approach of blending his trademark swagger with fan-facing merchandise.
“When you put these Blenders shades on, you’re STEPPING INTO YOUR PRIME,” Sanders said in the announcement. “It’s about swagger, and showing up ready to win, wherever life takes you. These aren’t just sunglasses… they’re a STATEMENT. Every day, we’re shining, and it AIN’T HARD 2 FIND.”
Continuing Their Partnership
This is not the first time Sanders and Blenders have collaborated. The partnership began in 2023 with the original Prime21 release, which went viral and drew national media attention. Season 2 followed in 2024 with a special “It’s Personal” design timed around Colorado’s rivalry game with Colorado State.
Blenders and Sanders also made headlines last year when they partnered with Peggy Coppom, a 99-year-old Colorado fan, on a unique NIL deal that highlighted the role of community and fandom in the NIL era.
Collaborating with CU Athletics
The Season 3 campaign includes campus activations at Colorado, where Blenders is already the preferred eyewear partner for CU Athletics. Plans include product giveaways to student groups and fan engagement events tied to Buffaloes football.
Chase Fisher, founder of Blenders, said the goal of the collection is about more than just sunglasses: “…Season 3 is all about inviting more people into the movement.”
For Sanders, the Blenders partnership has become a consistent extension of his personal brand, equal parts fashion statement and cultural touchpoint. For Blenders, it’s another example of how brands are leveraging college sports not only through athletes but also high-profile coaches and fan communities.
With Colorado set to kick off another much-watched football season under Sanders, expect the Prime21 collaboration to remain part of the broader story of how NIL, merchandising, and college football culture continue to intersect.
The “Kingpin” is out now ($89) available now from Blenders Eyewear.
