via Nike
Coach Prime’s 2025 season at Colorado might be a dumpster fire: 3-6 record, shipping out talent, and looking “befuddled” on the sidelines. But Deion Sanders doesn’t need a winning football team to be the most relevant man in sports.
Deion’s cultural stock isn’t just high; it is the market. He doesn’t move the needle; he is the needle. And right now, Nike is cashing in with perfect timing.
For anyone who grew up in the ’90s, the Nike Air Diamond Turf is one sacred shoe. I talked about this back in November when this particular collab was announced. It’s basically the sneaker equivalent of a Charlotte Hornets pullover Starter jacket.
After reuniting with Prime in 2023, the brand has been on a victory tour of Deion’s career. We got the “Emerald” for Atlanta. We got the Ravens. We got the 49ers.
But now, we’re finally getting the big one.
Nike has just dropped the Air Diamond Turf in the iconic Dallas Cowboys colorway, on sale now at Nike.com.
TAP TO BUY AIR DIAMOND TURFS @ NIKE – $155
The shoe is pure ’90s perfection: a clean white upper, that iconic mid-foot strap, and smooth hits of “College Navy” and “Metallic Silver.” And check out all the VELCRO!!!!
You need to move fast. These are moving incredibly quick and sizes are already getting spotty.
The Hustle Is Hereditary
Just in case you thought the brand-building was slowing down, the family business is already expanding. Deion’s son, Shedeur, is currently holding a clipboard for the Cleveland Browns, and he’s already talking like his dad.
On a recent “closet tour,” he dropped an all-time cocky quote: “Who gonna wear Jordans again… and your daddy got his own shoe? Mine coming soon.”
He’s not lying. Shedeur is set to take over the line with his own player-exclusive “Legendary” colorway. The kid hasn’t taken a single regular-season NFL snap, and he’s already got his own PE. The hustle, as they say, is hereditary.
Perfect Timing for “America’s Team”
The timing couldn’t be better. The actual Dallas Cowboys at 6-6 behind the 8-6 Philadelphia Eagles in the NFC East seem to be “Super Bowl or bust” mode, fresh off a monster trade for Quinnen Williams. Jerry Jones is pushing all his chips in. Now you’ll have the perfect kicks to wear while you watch them (probably) find a spectacular new way to lose in the first round of the playoffs.
While the rest of the sneaker world fights over Air Jordan 11s this holiday, the Diamond Turf is a different kind of flex. It’s not really a “hypebeast” shoe, just more “I know ball” millennial nostalgia. I’m curious who is going to be wearing them in Arlington this weekend before Sunday Night Football against the Vikings.
[SHOP AIR DIAMOND TURFS @ NIKE – $155]
Brandon Wenerd is the publisher of BroBible.com. Read and subscribe to his weekly Substack newsletter, The Wenerd Weekly, where he shares thoughts on the Grateful Dead and the intersection of music, media, and culture. Go Birds.