Deion Sanders of the Colorado Buffaloes watches as his team plays their spring game
Source: Getty Images

Why Nike Previously Ceased Production of Deion Sanders' Signature Footwear

Deion Sanders has a complex relationship with Nike. After creating his signature shoe, the brand stop selling them and Deion was not happy with the company.


Jun. 24 2024, Updated 4:11 p.m. ET

In a significant move that has captivated the sports world, Deion Sanders, the legendary NFL Hall of Famer and current head coach of the Colorado Buffaloes, has resigned from Nike after previously slamming the company. In 2023, Deion hinted at a partnership with the athletic brand by posting on Instagram with the caption "We coming," while sporting gear from the renowned company.

The partnership marks a reunion between Deion and the sportswear giant, rekindling a relationship that began during the athlete’s illustrious playing career.

deion sanders visits siriusxm studio
Source: Getty Images

Deion Sanders visits SiriusXM Studios

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Nike stopped selling Deion Sanders’ sneakers after a fallout in 2017.

Days after Deion posted a photo of himself wearing Nike gear, the company confirmed they were back in bed with the athlete-turned-coach. “We welcome Deion Sanders back to the Nike family,” Nike said in a statement to USA Today.

The move comes after Deion exclaimed that he would “never” work with Nike again, after feeling that he was not properly compensated in the past.

“I’m upset with them right now,” Deion said. “We created these together, but they don’t want to seed me, they don’t want to direct deposit.” The coach doubled down on his feelings about the company in a 2019 episode of Full Size Run, slamming executives at Nike for not investing in his initiatives.

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deion sanders has a bicycle helmet adjusted while wearing a red tank top
Source: Getty Images

Deion Sanders has a bicycle helmet adjusted while wearing a red tank top

Deion was committed to Nike since he was a player on the Atlanta Falcons. He officially partnered with the brand in 1992, and he was given his own signature sneaker.

The Nike Air Diamond Turf debuted in 1993, followed by two additional versions of Deion’s shoe. However, amid their feud, Nike dropped the line of sneakers.

“We created these together, but they don’t want to seed me,” Deion said during an appearance on Complex’s Sneaker Shopping series. “They don’t want to direct deposit.”

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Deion Sanders is looking forward to his new Nike partnership.

Now that Deion has settled his feud, there may be a new line of Sanders-inspired products on the market. Nike has not revealed whether they plan to relaunch Deion’s signature sneaker or create an entirely new product.

Meanwhile, fans of Coach Prime are eagerly awaiting the drop.

“Can you bring back the DT Max and Turf 2s,” one fan asked. While another demanded, “Make sure the diamond turf logo is on them again. Some of the re-releases don't have the logo.”

The Nike deal is not the only major partnership Deion has secured. In April, the Colorado coach inked an endorsement deal with Boost Mobile, resulting in the creation of the Sanders-branded Motorola Razr.

Per Sports Journal, the phone comes in black and gold and features Deion’s signature slogan, “You gotta believe!.”

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head coach deion sanders of the colorado buffaloes watches as his team warms up
Source: Getty Images

Head coach Deion Sanders of the Colorado Buffaloes watches as his team warms-up

The former professional athlete also signed a deal with Blenders Sunglasses, and it was very successful. According to Bloomberg, Blender has made over $1 million from Deion’s reflective sunglasses and the orders continue to roll in.

The success of Deion’s sunglasses, and Nike’s willingness to jump back into bed with the former NFL star, is proof of his growing influence in the sports world.

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