Coloradocoach Deion Sanders did his first advertisement forthe Depend adult diaper brandafter having hiscancerous bladder removed in May. But it's not just the latest sponsorship deal for Sanders, who also is seen in advertisements forBlenders eyewear, Aflac insurance and California Almonds. This one is about hispersonal health. PATH TO PLAYOFF:Sign up for our college football newsletter "I wasn't joking! I truly DEPEND on @Depend," Sanderssaid on Instagramon Friday Aug. 22. "Ain't NO SHAME in taking care of yourself. NO SHAME in getting health screenings. And there certainly ain't NO SHAME in needing added protection or using Depend to stay in the game. That's not weakness – that's WINNING" The ad shows packages of the underwear underneath his Nike shoes. The company that owns the brandconfirmed to USA TODAY Sports in Julythat it has a partnership with Sanders. Depend often is associated with jokes about old age and embarrassing problems with incontinence. But Sanders has said he wants to take the shame out of it by discussing it openly and associating it with his personal fashion. "I'm about to sexy 'em up," Sanders told retired NFL receiver Michael Irvin in an interview posted July 28. Sanders said after bladder surgery that "I truly depend on Depend. I cannot control my bladder." After his bladder was removed, a neobladder was put in its place from his small intestine. It's led to changes with how he goes to the bathroom. Sanders talked about it with Irvin. "You have to push through your stomach and force the pee out," Sanders said. "Like you can't just pee, and when you feel like you gotta go pee, you need to pee or you gonna start leaking." This product helps him deal with that. LOVING LIFE:Sanders addresses health, Colorado QB competition "No shame at all!" Dependresponded to Sanderson social media site X. "We're proud to help you stay in the game, Coach Prime." Sanders has recovered from cancer and is coaching his team as normal this month. His team opens the season Aug. 29 at home against Georgia Tech. Follow Brent Schrotenboer@Schrotenboer. Email: bscrhotenb@usatoday.com This article originally appeared on USA TODAY:Colorado coach Deion Sanders pitches adult diapers in ad