Deion Sanders files trademark to launch "Confidence" men's care product line

Coach Prime appears to have intentions for a new venture

Deion Sanders has been saying for years that confidence was his natural odor and he's about to take it to the next level. The Colorado Buffaloes coach through his company, Prime Time Enterprises, Inc., has filed a trademark for the name "Confidence" to represent a line of men's care products, including deodorant, shaving cream, bath soaps, and fragrances. 

"When applications are filed, you have to submit a sworn statement that the company has a bona fide intent to use the trademark for the goods listed," trademark attorney and founder of Gerben IP Josh Gerben told BuffsBeat. "I think it's very fair to say Coach Prime and his business team have had discussions about starting "Confidence" for the intended use."

Sanders has applied for four different trademarks since the 2023 football season ended. The other three were "Prime Time", "PrimeTime Punch", and "Coach Prime" being attached to drink and supplement lines.   

LeBron James was the latest athlete to join the skincare game last month. In partnership with the beauty distributor Parlux Ltd, the 20-time NBA All-Star, along with famed business partner, Maverick Carter, are launching The Shop Men's Grooming Line with similar products described in Sanders' application. However, Prime is breaking into unprecedented territory as the only Pro Football Hall-of-Famer to branch out into the skincare industry. 

"Confidence" is currently one of the many ventures Sanders is putting his stamp on. His latest book 'Elevate and Dominate: Ways to Win On and Off the Field' is scheduled to be released on April 12th. Also, Nike is set to release the Air Max DT Prime 96's, a retro version of Sanders signature shoe on April 25. The same weekend as CU's Spring Game In Boulder.