To paraphrase NFL legend-turned-college coach Deion Sanders, when you look good, you feel good, and when you feel good, your viral Blenders “Prime 21” sunglasses suddenly show up everywhere.
Coach Prime’s new signature shades hijacked your feed thanks to some smack talk and his own PR savvy. In the lead-up to Sanders’ Colorado Buffaloes taking down rival Colorado State in a double-OT nailbiter, State coach Jay Norvell made a crack about Sanders’s penchant for wearing a hat and sunglasses to press conferences.
As luck would have it, that very same day, sunglasses company Blenders announced the Prime 21 sunglasses, part of a partnership with Sanders that had been brewing for a while. Sensing an opportunity, Blenders outfitted the entire Colorado squad with Prime 21 shades, and Sanders publicly hooked up Dwayne Johnson, Stephen A. Smith, and a few other big names with big followings. His response to Norvell: “They don’t realize they just helped me with business.”
Coach Prime wasn’t wrong. According to Blenders, pre-orders for the Prime 21 shades have shot through the roof. As Sanders told GQ for a video about his most iconic style moments (on the occasion of being inducted into the GQ Sports Style Hall of Fame), “I don’t follow trends, I set trends”—and in true Deion Sanders fashion, the Blenders Prime 21 sunglasses are not for wallflowers. They come in two versions: black with gold-toned hardware or a properly Primetime-esque gold frame with a single mirrored gold lens that spans the nose bridge. Both pairs have “PRIME” and Colorado’s “WE COMING” motto silkscreened on the arms. Considering the shades also feature polarized lenses, the $67 price ain’t bad.
Annoyingly, while Coach Prime is very much delivering on his promise to lift Colorado’s currently-undefeated football team out of mediocrity, neither he nor UPS can deliver those Prime 21 sunglasses before December, according to the Blenders site. (Apparently, going viral really messes with a company’s production and shipping operations.) Luckily, we’ve got a who’s who of screaming sports-inspired sunglasses ready for your eyes—and there’s a lot more where that came from. Because when you look good, you feel good, and when you feel good, you can wait a few months to cosplay as college football’s most business-savvy coach.