Coach Prime gifts “Magic Box” to Rick Ross, DJ Khaled, LeBron James and others
Deion Sanders was already a cultural icon who is credited with inventing NFL swag, but he's reinventing himself these days. The Colorado Buffaloes coach blessed certain members of the shoe culture with the “Magic Box" this week. Nothing new for Sanders to do, except this one was special.
The unreleased Nike Diamond Turf 3 sneakers that will hit retailers this summer. Coach Prime's signature shoe that changed football cleats and training shoes forever. When you are one of the ranking and founding fathers of a culture, it only seems logical to bless the younger generation with such an iconic gift.
Sanders, by way of Nike, sent out the first wave of boxes, outfitting the usual suspects. It started with the Sanders family and those in-house at CU. Deion “Bucky” Sanders Jr was first to receive a pair. Followed by the Buffs QB and youngest son, Shedeur Sanders. Shilo Sanders should have his after recovering from surgery and before joining the rest of the Sanders tribe at the NFL Honors in Las Vegas. Colorado's two-way phenom Travis Hunter got to unbox a pair as well.
Once the family was taken care of, Coach Prime moved outward to bless other influencers in the shoe culture. First and foremost was DJ Khaled, who thanked Sanders for the gift on social media. It was a nothing but predictable, considering the relationship with Prime and his family. The music mogul hasn't been shy about rocking Shedeur's signature $2 line.
Khaled has become almost a lightning rod to get the word on the gear out and never disappoints. The evidence is in the reaction. In his post unboxing the DT3's from Prime, he goes on to mention the word “classic” four times in 60 seconds. Even if the shoe was a “you had to be there” situation, this shoe is iconic, especially to those that were there. The gravity of this drop is not lost one of hip hop's finest.
Between now and the official drop somewhere in summer of this year, more gifting is expected. Rick Ross, another music icon and entertainment mogul was assuredly to be on Prime’s shortlist. He thanked Sanders for his pair this week as well. The Lebron James viral moment last season came right after Well Off Media confirmed the team would wear the cleat version in games. An LBJ tweet became a direct address from Coach Prime. The Lebron thing was played more as a trade situation, given the fact he has a signature line and has no shortage of shoes, editions and colorway.
The current Nike Lebron XXI (21) alone has at least 10 different colorways. Whether the current King of Basketball or a reporter in the room that influenced it, Prime revealed Nike has made five Diamond Turf cleats to go with the original colorway in shoe form. The original Nike Air Diamond Turf 3 trainer has been confirmed. Yet, in Coach Prime’s reveal, he also showed the white and black DT3 that a large portion of players wore last season. A white and gold DT3, the black and white DT3 from last season, the highly anticipated black and “Colorado” gold, and finally a reveal almost no one saw coming. The original Diamond Turf 1 in the original 49ers colorway (that one might need a CU Buffs colorway) were all revealed recently.
One way or the other, Nike has provided Deion Sanders with the elite level swag to not only bless the culture, the people around him, the CU Buffs football team and quite possibly creating yet another recruiting wrinkle.
Another tool or resource that the established coaches of the established powers can’t even say. Kirby Smart, Ryan Day, Lincoln Riley, Dan Lanning cannot boast such a wrinkle. They have no signature shoe line that changed the game. Lanning may have access to the full breath of Nike’s efforts, but he doesn’t have his own line that has stood the test of 30+ years and are still relevant. Coach Prime continues to be the force that moves the needle.