Colorado's Shedeur Sanders signs NIL deal with Nike: 'You know what Time it is'

Shedeur Sanders secured a notable name, image and likeness (NIL) deal on the eve of Colorado's 2024 season.

The standout quarterback has signed an NIL footwear and apparel deal with Nike, the athletic apparel company announced Wednesday. In its announcement, Nike showcased a poster of Sanders doing his iconic watch flex celebration with text that read, "You know what Time it is."

Sanders will follow in his father's footsteps with the Nike deal. Deion Sanders had a line of cleats produced by Nike during his playing days. Nike relaunched the line after he became Colorado's coach, officially reuniting in July 2023.

The younger Sanders shared on the most recent episode of his podcast, "2Legendary", that he hoped to expand his father's line with Nike.

"I would want to build on it. I want to build on it," Sanders said. "Have like a different version. But I think concept, because I feel like now, like just looking at life and looking at everything, it's more about generational. It's more about what could be passed down year after year after year after year, rather than everybody starting to think they're whole new wave and whole new because there's no real substance behind it.

"Everything that's great has to have a story behind it. Every great player has a story about. So, I feel like when it comes to design or anything like that, it has to have a great design behind it."

Colorado also has an apparel deal with Nike, making it possible for Sanders to rock any custom-made cleats in games. 

Sanders followed his father from Jackson State to Colorado for the 2023 season, putting up impressive production in his first year of FBS play. He threw for 3,230 yards, 27 touchdowns and three interceptions. 

In the process, Sanders became one