The Prime Effect has lured A-list celebrities to Boulder and sold out season tickets for a college football team that won just a single game in the 2022-23 season. It’s also catapulted sunglasses sales literally overnight.
Within one day of announcing its collaboration design with CU Buffs coach Deion Sanders, Blenders eyewear company received $1.2 million in pre-orders, a spokesperson confirmed on Monday.
Since pre-orders went live last Friday, the San Diego-based outfitter has sold more than 72,000 units. At $67 each, that’s more than $4.8 million in sales by our math – and the pre-order period isn’t even up until Oct. 12.
News about the sunglasses dropped prior to the Rocky Mountain Showdown matchup between the Buffs and the Colorado State University Rams. The game aired during the primetime slot on Saturday night, but was already national news by that time after CSU coach Jay Norvell insulted Sanders’ signature hat and sunglasses look.
Outfitting his team with the Blenders shades prior to the game, Sanders said, “They don’t realize they just helped me with business.”
The Buffs won 43-35 in double overtime, bringing the team’s season record to 3-0. Meanwhile, the Rams fell to 0-2 this season.