Deion Sanders and Blenders Eyewear Drop PRIME21 Kingpin Collection for 2025

Blenders Eyewear, a flagship brand of the Safilo Group, has once again broken new ground by teaming up with the legendary Deion Sanders, aka “Coach Prime,” for the viral return of the PRIME21 Collection. Back for its third season, PRIME21 continues to channel the magnetic, game-changing energy of one of the most recognizable personalities in sports, bridging the gap between football, fashion, and fearless self-expression.

Kingpin: The Statement Piece of 2025

The 2025 PRIME21 Collection launches with The Kingpin, an ultra-modern sunglass engineered to turn heads and disrupt sidelines everywhere. The Kingpin’s frameless shield silhouette, polarized PureBlend Lens, and bold, futuristic profile, available in colorways like Gold and Color Block, unlock “game day swagger” for every moment of real life.

Lightweight, ultra-comfortable, and designed for standout style, the collection brings Prime’s intensity and unshakeable confidence to everyday flex. Details such as the signature PRIME21 logo, “IT’S PERSONAL” brow engraving, and metallic gold accents ensure authenticity and a direct connection to Coach Prime’s winning legacy.

“This partnership with Coach Prime is about more than eyewear. It’s about shifting culture and building something that makes people feel bold every time they put it on,” said Chase Fisher, Founder of Blenders Eyewear. “From the beginning, we weren’t chasing hype. We were creating something that lives at the intersection of sport, style, and self-belief.”

From Game Day to Every Day, A Movement of Confidence

Supercharged by the viral energy of its 2023 debut (see recap), the 2025 campaign slogan, “Every Day is Gameday,” invites fans everywhere to tap into their own “prime” mindset. No matter where life takes you—sideline, city street, classroom, or campus—the PRIME21 Kingpin is built to empower self-belief and individual style.

Coach Prime himself sums it up:

“When you put these Blenders shades on, you’re STEPPING INTO YOUR PRIME. It’s about swagger, and showing up ready to win, wherever life takes you. These aren’t just sunglasses… they’re a STATEMENT. Every day, we’re shining, and it AIN’T HARD 2 FIND.”

The drop is about more than just shades; it’s a rally cry for living fearlessly and with purpose, qualities that have defined Deion Sanders’ legendary career and now inspire a new generation of fans and students.

Bigger Than Sunglasses: Community and College Culture

This year’s launch seamlessly meshes sports heritage and college culture. As the preferred eyewear partner of CU Athletics (University of Colorado), Blenders will deliver “Campus Drop Kits” at campus events, sororities, fraternities, and at Fan Fest during CU’s first home game. The energy, excitement, and school pride are all part of Blenders’ drive to make “Coach Prime’s swagger” accessible to everyone.

Community-driven activations, exclusive campus drops, and on-site fan experiences reinforce the message: PRIME21 isn’t just about what you wear on your face—it’s about joining a movement of confidence and self-celebration.

Inside the Collection and Where to Buy

The PRIME21 Collection now boasts several collaborative styles, from the headlining Kingpin ($89) to the Meister X2 Prime 21 Color Block and Millenia DX Gold, each engineered with athlete-level durability and the premium PureBlend lens for maximum clarity and protection.

Shop the new collection online, or find a Blenders store near you to try them on in person.

To stay on top of the PRIME21 movement and new drops, follow @Blenders on Instagram, Facebook, and TikTok. Recent behind-the-scenes moments and reactions from Coach Prime himself can be seen in clips like this Instagram reel.

SMAC Entertainment coordinated the ongoing partnership, merging sport, media, and culture in one of today’s most impactful collabs.