Sports Illustrated and Josh Gerben Discuss a New Trademark Filing Made by Deion Sanders

Colorado Buffalos coach, Deion Sanders, recently filed a trademark application for “Confidence,” indicating Sanders’ plans to launch a men’s care line including deodorant, shaving cream, and more.

Sports Illustrated and Josh Gerben discussed the probability of Sanders launching a men’s care line. 

Coach Prime, through his company Prime Time Enterprises, Inc., filed to protect the name “Confidence” as a trademark. The application indicates that the trademark will be used to offer a line of men’s care products, including deodorant, shaving cream, bath soaps, and fragrances.

“When applications are filed, you have to submit a sworn statement that the company has a bona fide intent to use the trademark for the goods listed,” trademark attorney and founder of Gerben IP Josh Gerben told BuffsBeat. “I think it’s very fair to say Coach Prime and his business team have had discussions about starting “Confidence” for the intended use.”

Source: Hauser, Jeff. https://www.si.com. “Deion Sanders files trademark to launch “Confidence” men’s care product line”. 5 March 2024.