Colorado Buffaloes football coach Deion Sanders went on Good Morning America on Tuesday morning and revealed how bad things got during his recovery from nearly fatal bladder cancer this past offseason.
As he told his friend Michael Strahan, his sponsorship with Depend diapers proved fruitful through his constant use of the product.
“I remember just, on the ground in the bathroom, and I’m just screaming because it was so much pain,” Sanders said.
“Some nights I go through two pairs of Depends a night. Like, some nights are bad.”
Sanders announced the Depend partnership in July at a press conference announced ahead of time. Many thought Coach Prime might announce his retirement, but they instead got an advertisement for Depend.
“I depend on Depend, if you know what I mean. I truly depend on Depend. I cannot control my bladder,” Sanders said.
Coach Prime’s embracing of his condition, and the incontinence products he needs to use, is the kind of strength the company wants Depend users to show.
“Depend is proud to help millions of people live more confidently every day with comfort and protection they can trust – this includes Coach,” the company said in a statement, per 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.”
It’s not clear how much Sanders is being paid for the endorsement, but it’s money well spent for everyone involved.