Deion Sanders has always walked the line between coach, mentor, and media personality - and on Thursday, we saw him toe that line in real time.
While filming a segment for his son Deion Sanders Jr.’s Well Off Media vlog, the Colorado head coach was checking out a fresh batch of cleats when a familiar instinct kicked in: help those in need. But just as quickly as the thought surfaced, Sanders caught himself.
“I would love to send these to you right now, but it’s an NCAA violation,” he said, pausing mid-thought. “I can’t do it.
I would love to. Maybe Bucky can.”
“Bucky,” of course, is Deion Jr.’s nickname - and without missing a beat, he chimed in: “Yeah, I can.”
It was a moment that captured the balancing act every college coach faces today. Sanders wasn’t just talking about shoes - he was talking about access, opportunity, and the limits of what he can do within NCAA rules.
His heart was clearly in the right place, but his hands were tied. So, he passed the baton to his son, who operates outside the NCAA’s jurisdiction.
But Sanders didn’t stop there. He laid out clear expectations for who should receive that kind of help.
“You can’t have Gucci down and Louis down to the floor and shorty ain’t got this now,” he said, pointing to the cleats. “It’s got to be somebody that’s really in need that Bucky’s going to look at for, right, son?”
“Yes, sir,” came the reply.
It was raw, unscripted, and very much on-brand for a coach who’s built a reputation not just on wins and losses, but on messaging that resonates beyond the field. Sanders has long preached that his program is “bigger than football,” and this was another example of him trying to live that mantra - while still coloring inside the lines.
This moment unfolded against the backdrop of a busy offseason for Colorado. Sanders recently returned to the spotlight with Season 2 of his Tubi show We Got Time Today, where he opened up about recruiting and his personal life.
And make no mistake - the Buffaloes have been active. Sanders told co-host Rocsi Diaz that he’s “tearing it up in the portal,” and the numbers back that up.
Colorado has added 42 transfer players this offseason, a massive influx that offsets more than 35 departures, including standout offensive lineman Jordan Seaton. According to 247Sports, the Buffs’ transfer class currently ranks No. 22 in the nation.
It’s all part of Sanders’ unconventional approach - one that blends coaching with content creation, and recruiting with storytelling. He’s not just selling a program; he’s building a brand. And that brand includes transparency, even when it means showing the limits of what he can do.
Sanders has also been vocal about how he supports players who decide to leave the program. On The Pregame Network podcast, he revealed that in some cases, Colorado helped players find new teams before they even entered the transfer portal.
And in October, he organized a bye-week scrimmage specifically to give backup players film they could use to market themselves to other schools. It’s a player-first mindset that stands out in today’s college football landscape.
So when Sanders stopped himself from giving away cleats on camera, it wasn’t just about NCAA compliance. It was about staying true to his values - helping where he can, and finding creative ways to do it where he can’t. In this case, that meant handing off the assist to his son.
For Sanders, it’s always about more than football. And on Thursday, he showed that even when the rules say "no," there’s still a way to say "yes" - as long as you know how to pass the ball.