Blenders launches fresh Deion Sanders shades
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Deion Sanders with the new Kingpin sunglasses in the Prime21 line from Blenders. Photo: Courtesy of Blenders Eyewear
Blenders Eyewear launched the newest model in its Deion Sanders-inspired Prime21 sunglasses collection last week.
Why it matters: The University of Colorado's "Coach Prime" is a force in the sports branding landscape, and his Blenders shades have become a big part of his signature image.
The latest: Blenders is now selling the Kingpin for $89 on blenderseyewear.com and in stores.
- "These aren't just sunglasses … they're a statement," Sanders said in a release. "Every day, we're shining, and it ain't hard 2 find."
Yes, but: Blenders founder Chase Fisher told Axios Boulder he expects these will sell out soon.
Behind the scenes: Fisher told Axios Boulder that Sanders is very involved in the design process, and the new Kingpin model is no different.
- "He's very hands-on," Fisher said. "The man has a true passion for details."
Flashback: When Fisher started Blenders in San Diego with a $2,000 loan in 2012, he couldn't have known Sanders would be his "100-foot wave."
- The founder's father noticed Sanders was always wearing sunglasses on the sidelines and in media appearances while at Jackson State from 2020 to 2022. Fisher reached out and discovered Sanders was looking for an eyewear deal.
- The deal turned life-changing when Sanders was hired at CU in 2023 and became one of the most talked-about figures in college sports.
- Just before the debut of the first Prime21 Blenders, CSU head coach Jay Norvell made headlines by calling out Sanders for wearing sunglasses before the Rocky Mountain Showdown in 2023.
- Norvell's viral comments and the presence of several national pre-game shows in Boulder meant images of Sanders donning his shades were everywhere. "It was lightning in a bottle," Fisher said.
Between the lines: Fisher told Axios Boulder the partnership works well because he and Sanders are "disruptors."
- "Blenders is a brand that wants to be unapologetically loud, and that is on display perfectly with Deion," Fisher said.
- It's why Fisher, who is a San Diego State grad, was in Boulder to watch the Buffs kick off the season last week: "This is my second home."