Nebraska designer suing Deion Sanders for failing to make payment after creating logos for P21ME and TRUTH
A designer claims his work helped build Sanders’ brand but promised opportunities never came
Deion Sanders ’ “Prime” brand has become one of the most recognizable identities in sports, appearing across merchandise, partnerships and Colorado football .
Now, the origins of some of that branding are at the center of a federal lawsuit accusing Sanders of using a designer’s work without properly compensating him.
Nebraska designer Alan Tipp filed a lawsuit against Sanders and his business agency, SMAC Entertainment, in January 2025, alleging that he created the P21ME and TRUTH logos for Sanders in 2011 but was never paid for their continued use.
Sanders and SMAC Entertainment have denied the allegations through their attorneys, and the case remains active in federal court. Tipp ’s complaint claims he developed the logos after Sanders contacted him after seeing his previous design work.
The designs featured elements connected to Sanders ’ identity, including his former No.21 jersey number and his “Prime Time” nickname.
The lawsuit alleges those logos later became part of Sanders’ wider commercial brand, appearing on products and partnerships involving companies such as Nike, Under Armour, Blenders and Colorado merchandise after Sanders became the Buffaloes ’ head coach in 2022.
“Tipp has never been compensated, in any way, for his services by any of the Defendants or for Defendants’ use of the Works,” the complaint states.
“As a result of the direct and indirect use of the Works, the Defendants have received and continue to receive a substantial amount of revenue.”
Tipp is seeking more than $75,000 in damages and is asking the court to void the agreement that transferred rights to the designs.
Dispute over promises made to designer
The central argument in Tipp ’s lawsuit revolves around a 2011 agreement that he claims he signed after discussions with Sanders and SMAC Entertainment executive Sam Morini .
According to the complaint, Tipp was told he would become part of Sanders ’ marketing team and would have opportunities to work on projects including Sanders ’ sunglasses line and merchandise collaborations with Nike.
However, Tipp claims those opportunities never materialized after he signed away his rights to the logos.
“Each of these statements were false at the time they were made and Morini, SMAC, and Sanders knew them to be false statements of fact,” the lawsuit states.
The complaint alleges Sanders and his representatives “began evading Tipp” shortly after the agreement was completed.
Sanders has disputed that version of events, arguing the logos were already connected to his brand before Tipp ’s claims.
In a court declaration, Sanders stated the designs were tied to an Under Armour endorsement deal from 2011 and said no one challenged his use of the logos until the lawsuit was filed.
The coach and SMAC Entertainment have asked the court to issue a summary judgment rather than allowing the case to proceed to trial.
The lawsuit arrives during another busy legal period for Sanders , who is preparing for his fourth season leading Colorado. He's also involved in a separate dispute connected to his son Shilo Sanders ’ bankruptcy proceedings and whether he must provide testimony.
As the federal case continues, the dispute will determine whether Tipp has a valid claim to ownership and compensation connected to a brand that has grown into a major part of Sanders ’ public image.
