Back in 2023, a sideline spat turned into one of the year’s most unexpected marketing stories. When Colorado State coach Jay Norvell criticized Deion Sanders for wearing sunglasses and a hat during interviews, the comments only drove more attention to Sanders’ Blenders collaboration — and sales of the “Prime 21” sunglasses spiked.
It was a perfect storm: the controversy, a freshly launched collaboration, and Sanders leaning into the moment by handing pairs out to sports-media stars like Stephen A. Smith, Pat McAfee, and Dwayne “The Rock” Johnson.
In an unexpected twist, Colorado State coach Jay Norvell’s remarks have boosted the popularity of sunglasses associated with Deion Sanders. After Norvell commented about Sanders’ habit of wearing sunglasses and hats during interviews, it unexpectedly led to a spike in sales for Blenders, a sunglasses brand associated with Sanders.
Norvell’s comments came ahead of an anticipated game between the Rams and the Buffaloes. He remarked, “I remove my hat and glasses when speaking to adults, a lesson from my mother.” This provided an unintended marketing advantage for Sanders and the Blenders brand.
Chase Fisher, Blenders’ CEO, expressed his delight at the turn of events, noting that the sales of the new “Prime 21” sunglasses skyrocketed following the controversy. “It felt like the stars aligned. The mention of sunglasses, combined with our collaboration launch with Sanders, was the perfect storm,” Fisher commented.
The Blenders Sunglasses
Making the most of the spotlight, Sanders showcased his entrepreneurial side by distributing pairs of the Blenders sunglasses to sports celebrities including Stephen A. Smith, Pat McAfee, and Dwayne “The Rock” Johnson. While some speculated this was a direct reply to Norvell’s comments, Fisher clarified it was a coincidental gesture Sanders had pre-planned.
The association between Sanders and Blenders took root when Sanders, known for his flashy eyewear, was approached by Blenders during his tenure at Jackson State. An agreement was made prior to the 2023 college football season, ensuring Sanders a share of the proceeds from the “Prime 21” sales.
The unexpected media attention and consequent sales surge caught Fisher off-guard. He remarked on the overwhelming communications he received, emphasizing it was more than he’d seen in over a decade.
Read More: The Popularity of Deion Sanders Mirror Sunglasses
A feud over sideline etiquette turned into a sales spike for Blenders’ “Prime 21” collaboration with Sanders — one of the more unexpected eyewear stories in recent sports history.
If you’re after the “Prime 21” style, buy from Blenders’ official site or an authorized retailer — viral celebrity drops always attract knockoffs, and fakes won’t match the real pair’s lens quality or UV protection. Content reviewed and updated in October 2026.
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