After cutting ties with Nike many years ago, Sanders has had a relationship with Under Armour, a Nike rival, since 2009, according to Under Armour.
. Other YouTube videos documenting his new job in Boulder since early December often have shown Sanders wearing an array of Colorado sports apparel without the Nike logo, including a new line of CU gear featuring his nickname – “Coach Prime.” In some clips this month he is shown wearing CU caps with Nike logos on the side, including one video in which he also is wearing a white Under Armour jacket and black Under Armour sweatshirt.
“Under Armour has a longstanding relationship with Deion Sanders stretching back to 2009,” the company said. “We are proud of our partnership and all that he has achieved positively impacting athletes. We wish Coach Prime the best as he assumes the role of head coach for Colorado and look forward to watching him find continued success.”This has been personal to him. He encountered a similar situation after he was hired as coach at Jackson State in Mississippi in 2020.
Its relationship with Colorado goes back to 1995, when CU was a top 25 football program that had won a share of the national championship in 1990 and Heisman Trophy in 1994 with. Colorado’s moonshot hiring of Sanders arguably amplifies its national exposure to its highest point since that era.
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