From the 90s to the current generation, you will find Michael Jordan and Deion Sanders as the top names who are even more popular today. Even during the recent Super Bowl, Kendrick Lamar performed his half-time show wearing Nike DT Max — Deion Sanders’ iconic 90s signature kicks. Recently, Coach Prime spoke in detail about his relationship with Nike and the Jordan brand. Later, he even made a statement that encapsulates his hype even today.
“Back in the day, you know there was so many signature lines, but where do you put yours in the pantheon? Especially to see that you could release it over 30 years later and it’s still sold.” During the episode of Complex’s Sneaker Shopping with Joe La Puma, the host asked, keeping in mind that the recent shoes were sold within minutes. Sanders replied, “Ain’t nobody can deal with me with Jordan.” The 2x Super Bowl champion repeated the statement. “Ain’t nobody can deal with me with Jordan.”
A few weeks ago, the Colorado Buffs head coach released his iconic Nike Air Diamond Turf 1. The reintroduced version of the original 1994 design, sold out within minutes of its online release. It was available for $150 at Nike.com. Prime Time was with Nike but due to reported compensation issues did not re-sign with them. In 2023, he became the head coach of the Colorado Program, and in July, he was back with Swoosh.
Last year, they even launched the Nike Air DT Max ’96 “Falcons”. Even Michael Jordan’s son, who is the owner of the Trophy Room boutique, hyped the drop. MJ and Sanders their relationship goes long back, but did you know he denied wearing the Bulls legend’s shoes?
Despite Michael Jordan’s hype, Coach Prime had a vision of his own
When the 6x NBA champion signed with Nike, he changed the contracts that athletes can get. Today his brand has done over 7 Billion in revenue as per the previous reports. But when the Buffaloes coach had his negotiation with the company, he only had one point of view.
FORT COLLINS, COLORADO – SEPTEMBER 14: Head coach Deion Sanders of the Colorado Buffaloes walks the field prior to the game against the Colorado State Rams at Canvas Stadium on September 14, 2024 in Fort Collins, Colorado. (Photo by Andrew Wevers/Getty Images)
“I love Jordan and respect the heck out of him. He’s the greatest ever. But I never got into rocking the shoes because I wanted my own thing. I want my own brand and do my own thing.” In the same interview with Joe La Puma, Sanders spoke about creating his own brand. “The first to do this and that and just having your own signature football shoe and putting up cleats under the cross-training shoe was outstanding.”
His kicks selling out in minutes are an example that his decision was not wrong. The business decision did not hamper their relationship whatsoever. Athletes who dominated the previous era with their abilities continue to leave a mark even today.
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