July 12th 2023.
After a long hiatus, sports legend and University of Colorado football coach, Deion Sanders, has reunited with Nike, the giant sports apparel company. The former reality TV star made the announcement on his Instagram account.
USA Today reported that this news confirms the end of Sanders’ partnership with Under Armour, which had been in place since 2009. In response, Under Armour released a statement to USA Today to express their appreciation for Sanders’ involvement with the company.
“We are proud of what we accomplished together,” the company said. “Now that he has gone on to Colorado, we can’t wait to see him continue to positively impact the game and look forward to watching him find continued success with his new partners, athletes, and expanded communities.”
The University of Colorado has had an exclusive contract with Nike since 1995, and Sanders is contractually obligated to wear Nike gear. He also had a similar agreement with Nike back when he was a star football player with the Atlanta Falcons. In 1993, his signature shoe, Nike Air Diamond Turf, was released. Follow-up versions of the original were also created, such as the Air Diamond Turf 2, Air Diamond Turf 4, and Air Diamond Turf 5.
Despite this, Sanders and Nike parted ways in 2017 due to his dissatisfaction with the compensation he received for designing his own shoe.
“We created these together, but they don’t want to seed me,” Sanders said. “They don’t want to direct deposit.”
Now, the two are together again and “Coach Prime” is hopeful he will receive a deal that will make up for any past bitterness he had towards Nike.
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