Colorado Buffaloes football coach Deion Sanders latest brand deal is especially personal for him.
After being diagnosed with bladder cancer and forced to have his bladder removed in May, Sanders is partnering with Depend, the adult underwear brand. for incontinence.
Sanders, 57, mentioned Depend at his news conference on Monday.
“I depend on Depend, if you know what I mean,” he said. “I truly depend on Depend. I cannot control my bladder.”
The parent company for the Depend brand, Kimberly-Clark, confirmed the partnership to USA TODAY Sports on July 28.
“Depend is proud to help millions of people live more confidently every day with comfort and protection they can trust – this includes Coach,” the company said in a statement. “Wearing Depend isn’t a sign of weakness, it’s a badge of resilience. It takes real courage to face health challenges head-on. We champion and celebrate Coach’s strength to share his experience with the world which makes us proud to partner with, and support, him on this journey. Together, we know his voice will empower others to stand tall and help break the stigma that can come with wearing products like Depend.”
“I am thankful we have a relationship with Depend, and we’re making some other products, trying to make other products to help all of us through,” Sanders said at the news conference. “It’s been tremendous.”
Colorado opens their 2025 season on Aug 29 against Georgia Tech.
