*Blenders Eyewear is bringing back its viral collaboration with Deion “Coach Prime” Sanders for a third season, unveiling the 2025 PRIME21 Collection with a bold new design.
The first drop of the season introduces the Kingpin, a futuristic frameless shield built for impact both on and off the sidelines. Lightweight, polarized, and designed to turn heads, the Kingpin captures Sanders’ signature swagger and Blenders’ fearless approach to eyewear.
“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, per the news release. “From the beginning, we weren’t chasing hype. We were creating something that lives at the intersection of sport, style, and self-belief. It’s become bigger than sunglasses. It’s culture. It’s confidence. And Season 3 is all about inviting more people into the movement.”
The campaign carries the rallying cry “Every Day is Gameday,” a message encouraging fans to bring the intensity of game day into everyday life. Building on the momentum from the 2023 launch, the latest drop positions PRIME21 as both a fashion statement and a lifestyle essential.
“When you put these Blenders shades on, you’re STEPPING INTO YOUR PRIME,” said Sanders. “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.”
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Constance Schwartz-Morini, CEO and Co-Founder of SMAC Entertainment, added: “Reuniting with Blenders for another PRIME21 drop is a win from every angle – together, we’ve built something that’s more than just eyewear; it’s a cultural statement. Coach Prime’s energy is unmatched, and Blenders knows exactly how to capture it in a way that resonates with fans everywhere. This third collaboration is proof that when the right partners come together, the impact goes far beyond the field.”
The PRIME21 Collection will continue its momentum with additional drops and activations throughout the season. Highlights include Campus Drop Kits for CU sports teams, sororities, and fraternities, as well as on-site activations during Fan Fest at the first CU home game. As the official eyewear partner of CU Athletics, Blenders is giving students and fans new ways to embody the excitement of gameday.
The Blenders x PRIME21 Kingpin sunglasses are available now for $89 at blenderseyewear.com and in Blenders retail stores.
