Raymond Carlin III-Imagn Images

Deion Sanders Makes Off-Field Headlines Just Days Before Colorado’s Season Opener

Originally posted on Athlon Sports | By Cole Sullivan | Last updated Aug 27, 2025 10:39 AM ET

Deion Sanders is entering his third season as head coach of the Colorado Buffaloes, and this year will look quite a bit different with his two sons, Shedeur and Shilo, along with two-way star Travis Hunter, no longer in the picture.

The Buffaloes are set to open their season Friday night against the Georgia Tech Yellow Jackets, but while the on-field focus has been on that matchup, Sanders grabbed headlines this week for some exciting off-the-field news.

Coach Prime officially announced the launch of his "PRIME21" cowboy hat, along with an essential apparel collection in partnership with "The Realest". The drop also features his iconic high-stepper socks, which he famously wore during his playing days.

In addition, the collaboration includes limited-edition collectibles, highlighted by 21 Rookie Patch Autograph trading cards.

View this post on Instagram

A post shared by @COACHPRIME (@deionsanders)

Deion Sanders remains one of the most active coaches on social media, whether it’s through the wide range of brand deals and partnerships he’s a part of—something he’s been accustomed to since his Hall of Fame playing days—or by posting his trademark inspirational messages, which he shares almost every morning.

On Wednesday, Sanders wrote: "Who u are right now may not be who you're gonna become, so be appreciative of who u are but not comfortable with where u are. You're gonna elevate as soon as u fix a couple of broken pieces in your life that u need to become that 1. Let's go. #CoachPrime"

Sanders, who began his coaching career in the FCS at Jackson State, has quickly established himself as one of college football’s premier coaches. After finding success at Jackson State, he took over a Colorado program in 2023 that had gone 1-11 the year before his arrival.

In just his second season, Sanders led the Buffaloes to a 9-4 finish, putting them on the cusp of a Big 12 Championship appearance.

Now entering Year 3, Colorado looks a bit different after losing several key players. Sanders turned to the transfer portal, brought in a strong recruiting class, and this week named his starting quarterback—choosing proven veteran Kaidon Salter over five-star freshman Julian Lewis.

This article first appeared on Athlon Sports and was syndicated with permission.

More must-reads: