Sanders aims to destigmatize incontinence by openly discussing his experience and incorporating the product into his image.
The ad campaign follows Sanders’ surgery where his bladder was removed and replaced with a neobladder.
Sanders uses Depend to manage the changes in his bathroom habits post-surgery.
Colorado coach Deion Sanders did his first advertisement for the Depend adult diaper brand after having his cancerous bladder removed in May.
But it’s not just the latest sponsorship deal for Sanders, who also is seen in advertisements for Blenders eyewear, Aflac insurance and California Almonds.
This one is about his personal health.
PATH TO PLAYOFF: Sign up for our college football newsletter
“I wasn’t joking! I truly DEPEND on @Depend,” Sanders said on Instagram on Friday Aug. 22. “Ain’t NO SHAME in taking care of yourself. NO SHAME in getting health screenings. And there certainly ain’t NO SHAME in needing added protection or using Depend to stay in the game. That’s not weakness – that’s WINNING”
The ad shows packages of the underwear underneath his Nike shoes.
The company that owns the brand confirmed to USA TODAY Sports in July that it has a partnership with Sanders. Depend often is associated with jokes about old age and embarrassing problems with incontinence. But Sanders has said he wants to take the shame out of it by discussing it openly and associating it with his personal fashion.
‘I’m about to sexy ’em up,’ Sanders told retired NFL receiver Michael Irvin in an interview posted July 28.
Sanders said after bladder surgery that “I truly depend on Depend. I cannot control my bladder.”
After his bladder was removed, a neobladder was put in its place from his small intestine. It’s led to changes with how he goes to the bathroom. Sanders talked about it with Irvin.
“You have to push through your stomach and force the pee out,” Sanders said. “Like you can’t just pee, and when you feel like you gotta go pee, you need to pee or you gonna start leaking.”
This product helps him deal with that.
“No shame at all!” Depend responded to Sanders on social media site X. “We’re proud to help you stay in the game, Coach Prime.”
Sanders has recovered from cancer and is coaching his team as normal this month. His team opens the season Aug. 29 at home against Georgia Tech.
Follow Brent Schrotenboer @Schrotenboer. Email: bscrhotenb@usatoday.com