Shedeur Sanders' Star Power Made Him Face of NIL Athletes

Shedeur Sanders on the Colorado Buffaloes season, sneakers, and his new collaboration with Pair of Thieves.

After years of irrelevancy in college football, the Colorado Buffaloes became an overnight sensation this season. The arrival of Deion Sanders and his two sons, Shedeur and Shilo, revitalized the once-proud program while simultaneously turning the NCAA landscape upside down.

Shedeur grew up in the spotlight thanks to his father's superstar status. His arrival on the national scene coincided perfectly with the new NIL rules that allow athletes to earn money off their name - and no one can market themselves like the Sanders family.

As the face of a new generation of NIL athletes, Shedeur has entered a dynamic new partnership with men’s basics brand Pair of Thieves. They recently introduced "SuperCool," a new line of sports-cooling underwear and socks designed for athletes and active enthusiasts. SuperCool is exclusively available at Target and pairofthieves.com.

As part of the exciting announcement, FanNation Kicks spoke with Shedeur about his new partnership, lessons learned from this season, and playing in Deion's legendary Nike cleats.

Shedeur Sanders models Pair of Thieves apparel / Pair of Thieves

You're one of the most marketable college athletes in the country. What made you want to partner with Pair of Thieves?

"When my team brought this opportunity to me, and I tried on the product, it was a no-brainer. To me, comfort and quality are the most important features, and their vision and mine just aligned."

You're helping introduce “SuperCool,” a new line of sports-cooling underwear and socks. What makes these products better than other brand's products?

"The quality of Pair of Thieves underwear and socks is unparalleled by other brands out there. I love to wear them during practice and find the breathability, color options, and overall comfort to be better than any other brand on the market."

Shedeur Sanders looks for a wide receiver / Kirby Lee-USA TODAY Sports

As the face of the new NIL generation of athletes, how do you balance school, football, and business?

"I have an incredible team behind me that helps me manage all of my responsibilities both on and off the field. They allow me to stay locked in during the season and help ensure none of my business responsibilities slip."

With the 2023 season almost over, what has been the biggest lesson you have learned?

"This season was the first time in my career that I experienced losses. I have learned a ton from this season, both physically and mentally, what I am capable of, the importance of being a team leader, and not letting the losses affect you mentally. This season has allowed me to grow both on and off the field."

Has being the son of a superstar athlete helped prepare you for the attention you have received?

"This has always been what our lives are like, so this attention isn't new to me and our family." 

Shedeur Sanders runs with the football / Ron Chenoy-USA TODAY Sports

You have worn your dad's legendary Nike cleats throughout this season. Do you have a favorite colorway of the model?

"It depends on our uniform, but the black and white are solid."

Last question: what sneakers are currently in your rotation?

"I have a few, but some are the B30 Sneakers from Christian Dior and some Balenciaga sneakers."

Gatorade Suits Shedeur Sanders Up in Color-Changing Cleats