Former NFL and MLB star, Hall of Famer and Colorado’s head football coach Deion Sanders has never been shy about the spotlight—and now he’s shining it on a subject most men would rather keep in the dark. The man who turned high-steps into highlight reels is turning an intensely private health issue—incontinence—into a national conversation.
Throughout his career, Sanders has epitomized confidence and swagger, reflected in his nickname “Prime Time” during his playing days and now “Coach Prime” at the University of Colorado. He has never shied away from the spotlight, and has been one of the most heavily marketed athletes both during and after his playing days, with endorsement deals including Nike, Pepsi, Pizza Hut, American Express and numerous other companies. But his latest partnership may be his most surprising.
This season, Colorado football fans will see something new at home football games— Depends-branded port-a-potties on the sidelines. It’s not a joke; it’s part of Sanders’ endorsement deal with the Kimberly Clark brand that’s best known for its underwear made for men and women with incontinence issues.
But this isn’t just another celebrity endorsement—it’s a full-blown Prime Time moment. Sanders is turning a private struggle into a public statement, using his trademark charisma to talk openly about how bladder cancer surgery changed his life. And he’s not whispering about it either. As he puts it, with a wink: “I depend on Depends—if you know what I mean.”
Sanders is using humor, transparency and a bit of showmanship to share his story and may be helping to start a public conversation about something that is often a source of silence. His candor and leadership is nothing short of heroic.
Interestingly, Sanders is not the first former NFL player to partner with Depends. Last year, Hall of Famer Emmitt Smith participated in the company’s “Stand Strong for Men’s Health” initiative to promote health screenings and raise money for the Prostate Cancer Foundation. Smith got involved after seeing his late father battle prostate cancer. “As men,” he said, “we pride ourselves on strength, but true strength is taking care of your health.”
Sanders’ partnership reframes vulnerability as strength. It works not because of clever copywriting or flashy advertising, but because of its authenticity. Sanders isn’t just a spokesperson; he’s a patient, a survivor and someone who uses the product. No amount of traditional advertising campaign could have bought Depend the same level of credibility, media coverage and cultural relevance.
It’s easy for an athlete to be a spokesperson for sneakers, cars or energy drinks. It’s something else entirely to put your name on adult incontinence products in one of the most masculine sports in America. Sanders’ willingness to do so, even if incentivized through an endorsement deal, shows courage.
For companies and communicators, the lesson is clear: real stories matter more than polished slogans. By aligning with a spokesperson who embodies both the challenge and the solution, Depend is reaching new audiences in ways traditional marketing never could. Frankly, Coach Prime may do more for men’s health in a single season than a decade of routine public service announcements. The right messengers don’t just deliver the messages—they make people stop, listen and care.
There’s a lesson here for everyone, because you don’t have to have to be a professional athlete or have a corporate deal to destigmatize health issues. You can help chip away at stigma by talking openly about personal issues—whether it’s cancer recovery, aging, incontinence or anything else.
Sanders may not have planned to be a public health advocate, but he’s adding it to his long list of achievements—and it just might be his most impactful role yet. Prime Time is doing what he does best: taking something everyone else whispers about and making it impossible to ignore. He’s reminding men that true toughness isn’t about hiding pain— it’s about facing it, talking about it and helping others do the same. If Coach Prime can rock a headset and a pair of Depends on national TV, the rest of us can pick up the phone, talk to our doctors and start having conversations that can save lives.
