Deion Sanders partners with California Almonds for "Own Your Prime" campaign

Coach Prime using his voice for recovery purposes

Deion Sanders/California Almonds

Deion Sanders has done a lot of promotions in the past, but the latest one seems to be unique. Coach Prime is teaming up with California Almonds for a "partnership of a lifetime to help consumers own their PRIME." 

The goal is to bring awareness to the health benefits of almonds in a recovery regimen for athletes."Being in your prime is a mindset," which is the message of the campaign. Coach Prime is encouraging individuals to be smart about recovery.

“Own Your Prime” started with research from Appalachian State University, showing how almonds aid in muscle recovery. They found that participants who ate almonds experienced "reduced fatigue and tension during muscle recovery, increased leg and lower back strength and decreased muscle damage during the first day of recovery."

“This would be the biggest celebrity partnership the almond board has ever taken,” said California Almonds CEO Richard Waycott. 

"You can't achieve your PRIME unless you put in the work...DAILY! In order to BE YOUR BEST YOU, you gotta recover with the right stuff," says Sanders. "It's all about consistency! I'm partnering with California Almonds to share how almonds help me stay PRIME, all the time. IT DON'T STOP, BABY!"

Coach Prime's advertisements for California Almonds will air on national and cable TV networks starting Sept. 2. The same day Colorado open the 2023 season with 17th-ranked TCU on FOX.