Colorado announced head coach Deion Sanders has partnered with Depend for a new men’s health initiative launching today.
The “Depend Wake Up Calls” promotion coincides with Men’s Health Month and the nationwide rollout of new Depend Real Fit packaging. Sanders appears on the product packaging for the first time.
DependWakeUpCall.com launched today with three video text message options. Users can choose messages encouraging physical exams, supporting recent health diagnoses, or addressing bladder leak concerns.
Sanders opened up about his personal health battles and team leadership approach during a recent interview.
The 57-year-old coach has been public about his incontinence issues stemming from bladder cancer treatment. He’s now cancer-free but continues managing the side effects.
Sideline Solutions
Sanders addressed his use of porta-potties during games and practices.
“The porta-potty on the sideline is always a tremendous help. You got to understand, it ranges from being on the sidelines for all the practices. So being able to make it throughout a whole entire game, and be comfortable, having Depend over there, knowing that I got to go to whenever I need…I’m happy. I’m thankful to them helping me get my life back, and the products help me stay active.”
The coach’s health challenges became visible to fans during games last season. He’s used the experience to normalize discussions about men’s health issues.
Team Leadership Through Tragedy
Sanders also discussed how the team handled quarterback Dominiq Ponder’s death on March 1.
“That was a tremendous tragedy that we dealt with. We unified, we stayed together, leaders led, and the rest of the team did what they needed to do to make sure they didn’t medicate pain. They dealt with it. They took it head-on, and we handled it. We got through the storm.”
The coach uses adversity as a teaching tool in the locker room. He emphasizes that everyone faces personal challenges.
“We have a common theme in our locker room that everybody’s going through something. It may not be at the enormity that mine was. But everybody is going through something. And we just did a poll one day, and I just randomly started pointing at people around the room, in the big meeting room, and they stood up and said what they were going through…”
Sanders connects individual struggles to team resilience.
“And that coincided with the thought process that everybody’s going through something. We got to keep going. We can’t stop. We can’t stop, take the picture, do our Instagram post; we gotta keep going and make it through.”
Health Message Focus
The initiative emphasizes perseverance over perfection.
“Never giving up. And never looking at the day in the sense that it’s a bad day. You have the authority to make today whatever you want it to be. So just because you may have had a bad moment, minute, or hour, that does not mean it’s a bad day. You have much more time to make it right and to make it better.”
Sanders said his family focuses on action rather than discussion when it comes to health matters.
“Instead of speaking on it, because we’re not one of those families who talk about the trials and tribulations much, we focus on the positivity of life. So instead of focusing on and speaking about it, they would go out and make sure they’re up on their game, with early detection, checking themselves out, and taking action on their health.”
His son Shedeur Sanders, the team’s starting quarterback, remains focused on football preparation for his expected NFL draft declaration.
“Shedeur’s not like that, man. Shedeur’s football, football, football. So he’s not trying to send a message to the Browns locker room. This kid is trying to compete, and he’s trying to win.”
The Buffaloes finished 9-4 in Sanders’ second season. The team appeared in the Big 12 Championship game before losing to BYU.
Sanders hasn’t indicated when he might step away from coaching despite his health focus.
“It’s a way of life. I’ve always walked in the light. I’ve always been focused on it. My kids as well. So, we just might as well make the best of it. And we’ve partnered with a tremendous brand that understands life has its challenges, but we’re prepared to walk through and walk beyond those challenges.”
