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Will Deion Sanders Drop a Sneaker Line with TAFT?

Footwear brands frequently send merch to celebs and influencers in today’s media-hungry climate. But for a celeb to respond with an impromptu unboxing and pitch of their own? That might be a first.

Recently, luxury sneaker and boot brand TAFT created a custom sneaker for athlete and coach Deion Sanders. Sanders, also known as Coach Prime, posted an unboxing on his Instagram, where he shared how much he loved the brand. He revealed the style, which features a laser-engraved “Prime Time,” Super Bowl XXIX and XXX embroidered on the back heel, Coach Prime’s signature logo on the ankle strap, and a custom-embroidered Colorado Buffaloes emblem.


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A post shared by @COACHPRIME (@deionsanders)

“I love you. You’ve always kept it classy. Matter of fact, let’s just do business. Let’s do a whole Prime line,” Sanders said in the video. He drove the pitch home with the caption: “Thank you @taft Let’s do Business! I Ain’t Hard to Find. #CoachPrime”

Taft’s Rapido High-Top Sneaker, which was customized for Sanders

So is a collab in the works? Nothing is solid yet, according to the brand. “With these sneakers, we really wanted to celebrate the achievements and legacy of Deion Sanders over his entire career,” offers Jordan Hancock, Lead Designer at TAFT. The brand believes a collab with Coach Prime could be a game-changer in the sneaker market.

The July 2024 Issue

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