Blenders Eyewear, a leading eyewear brand under the Safilo Group, is proud to announce the highly-anticipated return of its viral collaboration with Deion “Coach Prime” Sanders. Now in its third season, the PRIME21 Collection continues to capture the unstoppable energy of one of the most iconic figures in sports.
The 2025 PRIME21 Collection will debut with the Kingpin. The Kingpin isn’t just a frame, it’s a statement. The Kingpin’s futuristic frameless shield is here to disrupt the sidelines. Every angle, every detail, engineered for bold moves and bigger moments. Lightweight, polarized, and packed with purpose, the PRIME21 Kingpin brings Prime’s game-day swagger to your everyday flex.
“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. It’s become bigger than sunglasses. It’s culture. It’s confidence. And Season 3 is all about inviting more people into the movement.”
Supercharging the hype from the PRIME21 launch that broke the internet in 2023, Blenders’ new PRIME21 shades launch with a powerful message: “Every Day is Gameday.” The campaign rallies fans to embrace their own “prime” mindset, taking the intensity and excitement of gameday into everyday life. This year’s drop not only celebrates Sanders’ legendary presence on and off the field but cements the collection as a lifestyle essential for fans and fashion enthusiasts alike. Designed to turn heads, the Kingpin sunglasses reflect Coach Prime’s signature energy and Blenders’ bold style.
“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.”
“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,” said Constance Schwartz-Morini, CEO and Co-Founder of SMAC Entertainment. “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 to make waves throughout the season with fresh drops and community-driven activations, including Campus Drop Kits of Blenders on the footsteps of CU Sport teams and Sororities/Fraternities and on-site activations around Fan Fest at the first CU home game. As the preferred eyewear partner of CU Athletics, Blenders Eyewear brings the thrill of gameday into everyday life, giving students and fans a fresh way to show school pride and embody Coach Prime’s winning spirit.
The new Blenders x PRIME21 Kingpin sunglasses (priced at $89) is available for purchase now on blenderseyewear.com or Blenders stores near you. To stay up-to-date on the latest collections, follow @Blenders on Instagram, Facebook, and Tiktok.
SMAC Entertainment facilitated the collaboration between Blenders Eyewear and Coach Prime.
About Blenders Eyewear
Blenders Eyewear, founded in 2012 by Chase Fisher in San Diego, California, creates eyewear that keeps up with you, Every Day. The brand blends bold style with function, delivering progressive colorways and bold designs made for active days, laid-back hangs, and everything in between. Blenders, Every Day.
