Shedeur Sanders was a busy young man long before he became one of the Cleveland Browns’ new quarterbacks. He had already cultivated a multifaceted brand under the moniker “2legendary,” which includes a merchandise line and a podcast that was launched in December 2021. His target is the Gen Z audience.
What Is 2Legendary Merchandise?
Sanders’ logo features a stylized “$2” as a nod to Sanders’ jersey number. He filed his trademark in February 2022, covering a variety of goods and services, including footwear, sweatshirts, t-shirts, athletic apparel, baseball caps, and skull caps, with most items priced between $75 and $100.
Sanders actively promotes his brand, often wearing merchandise during interviews. He regularly wore his own merchandise in Colorado Buffaloes games, but the NFL has strict uniform and branding policies that will restrict him from wearing his gear on the field.
What Is the 2Legendary Podcast?
The 2Legendary Podcast, launched in mid-2024 in partnership with Overtime, has grown fast. Co-hosted by Shedeur and his brother Deion Sanders Jr., it gives listeners and viewers on YouTube insights into the lives, culture, and football experiences of guests.
The podcast features interviews with guests like former Colorado teammate Travis Hunter, basketball and social media influencer Jada Williams, soccer star Zlatan Ibrahimović, high school football phenom Julian “Ju Ju” Lewis, and Cam Ward, this year’s first overall pick in the NFL Draft.
While specific listener metrics are not publicly disclosed, the podcast regularly attracts tens of thousands of views and has 59,800 followers on Instagram. Sanders personally has over 2 million followers on his personal Instagram account, and his brand’s Instagram account, @ss2legendary, has almost 23,000 followers.
On X (formerly known as Twitter), he has around 203,000 followers. Sanders has around 2.3 million followers across the platforms. His TikToks reach viral status, receiving over 16,000 likes and widespread shares.
Before he was drafted he had also snagged endorsements from Nike, Beats by Dre, Google, Topps, Urban Outfitters, Oikos (yogurt), Mercedes-Benz, and KFC giving him an estimated $5.1 million in NIL money.
Sanders, once considered a top-five draft prospect, fell to the fifth round of the 2025 NFL Draft, costing him around $40 million in potential salary and guarantees. He was skipped over by the Browns for Oregon quarterback Dillon Gabriel in the third round. He was hounded by accusations of disrespecting the NFL’s draft process,
For his part, Sanders has kept his cool and leaned on his faith. “You can’t control [it], you have to stay happy and positive at all times, and I knew all the time that God had me,” he said. “So, I wasn’t really panicking because I understood it’s all about perfect timing.”
Sanders will be head-to-head in an open competition for the starting position with Kenny Pickett, Joe Flacco, and Dillon Gabriel.
