Deion Sanders partners with Blenders Eyewear to launch sunglasses for breast cancer initiative
Once again, Colorado coach Deion Sanders and Blenders Eyewear are joining forces. This time, they’re raising money for a cause.
Coach Prime debuted the Prime21 MOD sunglasses Thursday with 100% of the proceeds going toward breast cancer awareness. Profits will go toward Keep A Breast’s breast cancer prevention and education programs.
The Prime21 MOD sunglasses – priced at $89 – put a new spin on Sanders’ signature gold, instead using rose gold accents. The “Awareness, Every Day” collaboration drew inspiration from Penn State volleyball coach Katie Schumacher-Cawley, who battled breast cancer while leading the Nittany Lions to a national championship.
“Partnering with Blenders on the PRIME21 MOD isn’t just about style, it’s about PURPOSE,” Sanders said in a statement. “When you put these shades on, you’re reppin’ strength, awareness, and a fight that hits close to home. These aren’t just sunglasses… they’re PERSONAL, they’re POWERFUL, and they’re a MOVEMENT.”
Blenders and Keep A Breast have been partners for more than eight years. To date, the company has donated more than $300,000 toward breast cancer programs, and the collaboration with Sanders is the latest effort to raise awareness.
“Continuing our partnership with Blenders Eyewear is a powerful reminder of what happens when purpose and creativity come together,” said Keep A Breast founder Shaney jo Darden in a statement. “Their support helps us meet people where they are with products they love and messages that matter. Together, we’re building a culture of prevention and empowerment around breast health.”
More on Deion Sanders’ relationship with Blenders
Deion Sanders previously partnered with Blenders Eyewear, launching the Prime 21 sunglasses in 2023 – his first season at Colorado. Sales took off following a back-and-forth between Coach Prime and Colorado State head coach Jay Norvell, with between 65,000 and 70,000 pre-orders ahead of that year’s Colorado-Colorado State game.
The sunglasses also took the national stage. Sanders brought them to appearances on First Take and The Pat McAfee Show, and Dwayne “The Rock” Johnson wore them while making his picks on ESPN College GameDay.
“At Blenders, we believe style means nothing if it doesn’t stand for something,” said Blenders Eyewear founder Chase Fisher in a statement, announcing Sanders’ latest collaboration. “We all know someone who’s been affected by breast cancer. That pain, that strength, that fight lives in the stories behind these shades.
“This campaign with Coach Prime is our way of honoring that. It’s not just about what you wear, it’s about who you carry with you when you wear it.”
