A federal court in Nebraska is considering a lawsuit filed by graphic designer Alan Tipp that accuses Deion Sanders of using two logos — 'Prime' and 'TRUTH' — without compensating the creator.
The contractual backdrop
Tipp says he signed a work‑for‑hire agreement in 2011 with a firm called Eyeking, which was later absorbed by Under Armour, and that the arrangement was secured through false promises of payment and ownership.
Under Armour’s legal team argues that the designs were produced as part of Sanders’ endorsement deal and that the rights to the logos automatically transferred to the company, allowing continued use even after the partnership ended in 2023.
Since parting ways with Under Armour, Sanders has deployed the symbols in a range of commercial projects, including sunglasses marketed under his Blenders brand and limited‑edition apparel co‑produced with Nike, actions that Tipp contends amount to unauthorized profit.
The plaintiff is seeking more than $75,000 in damages, while Sanders’ attorneys maintain that the trademarks belong to Under Armour and that any use by Sanders was sanctioned, a dispute that could influence future collegiate‑athlete endorsement agreements.