Deion Sanders featured on Times Square billboard for Nike advertisement

Coach Prime soaking up the off-season before grind starts up again

Deion Sanders/Instagram

The 'Prime Effect' has finally hit Times Square. One of the most congested and chaotic places on the planet featured Deion Sanders' latest Nike 'Dreams' advertisement this week. It was front and center in the bright lights adjacent from Broadway.    

It's not the first time Sanders has been posted up in lower Manhattan, but still quite the accomplishment for the Colorado Buffaloes coach. He's the face of Nike's new "Just Do It" campaign the same week he was named Sports Illustrated's 2023 Sportsperson of the Year. Not to mention, the 56-year-old Hall-of-Famer will receive the award the same night of the world premier for season two of Coach Prime on Prime Video.

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A busy start to the off-season for Sanders, who will be welcoming a new wave of  players via the transfer portal over the next few weeks. It won't be as large of a group as last year, but it's still going to be a sizable amount for the Buffs. Especially given the fact four current players have already jumped into the portal. 

Sanders led the Buffs to a 4-8 record in his first season at Colorado. A major accomplishment after inheriting a one-win program after Karl Dorrell was fired. He'll look to take his team into the postseason for the first time in four years. Colorado made the Alamo Bowl with four wins in Covid-shortened season of 2020.