Deion Sanders produces first ad for Depend adult diapers after revealing partnership

Deion Sanders depends on Depend. That’s simply the reality for the third-year Colorado head football coach, who recently revealed he now suffers from incontinence after having his bladder removed in May following a bladder cancer diagnosis.

Now, after announcing a partnership with Depend, Deion Sanders produced his first ad for the adult diaper brand Friday with a social media post showing multiple Depend products in his personal Colorado locker, located right next to his various sneakers.

“I wasn’t joking! I truly DEPEND on @Depend (laughing emoji). #ad Ain’t NO SHAME in taking care of yourself,” Sanders’ post on X/Twitter read. “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.”

Check out the ad here:

Deion Sanders partners with Depend after bladder cancer announcement

Depend confirmed to USA Today the company is joining forces with Sanders following his health announcement July 29.

“Depend is proud to help millions of people live more confidently every day with comfort and protection they can trust – this includes Coach,” Depend’s parent company, Kimberly-Clark, said in a statement to USA Today. “Wearing Depend isn’t a sign of weakness, it’s a badge of resilience. It takes real courage to face health challenges head-on.

“We champion and celebrate Coach’s strength to share his experience with the world which makes us proud to partner with, and support, him on this journey. Together, we know his voice will empower others to stand tall and help break the stigma that can come with wearing products like Depend.”

Depend shouted out Sanders after his press conference to open practice at Colorado. He met with reporters alongside members of his medical team and confirmed his diagnosis. Doctors also said he is “cured” after his bladder was removed. Sanders said he lost 25 pounds during the journey, but has put 12 of them back on as he settles back in at Colorado.

As he walked through his journey, Sanders made it clear his goal was to take away the stigma around bladder issues and also encouraged people to get screenings. Doctors discovered the issue during a routine urology test.

“This wasn’t easy. Man, everybody: Get checked out,” Sanders said. “Because if it wasn’t for me being tested for something else they wouldn’t have stumbled up on this. And make sure you go to get the right care, because without wonderful people like this I probably wouldn’t be sitting here today because it was so expeditiously (handled) I can say.”

— On3’s Nick Schultz contributed to this report.