DEPEND® AND DEION "COACH PRIME" SANDERS ENCOURAGE PROACTIVE CARE DURING MEN'S HEALTH MONTH
Rhea-AI Summary
Kimberly Clark (NYSE:KMB) brand Depend and Deion “Coach Prime” Sanders launched the “Depend Wake Up Calls” campaign for Men's Health Month 2026. Men can sign up at DependWakeUpCall.com to receive motivational video texts from Coach Prime encouraging physicals, addressing new diagnoses, and supporting those with bladder leaks.
The campaign also introduces new Depend Real Fit packaging featuring Coach Prime and aims to reduce stigma around bladder leaks while promoting proactive health care and confidence.
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News Market Reaction – KMB
On the day this news was published, KMB gained 0.83%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Jun 08 | Product innovation launch | Positive | -0.6% | Pull-Ups® Canada launch featuring new Learning Layer™ potty-training technology. |
| Jun 04 | Brand partnership | Positive | -0.3% | Goodnites® and Tim Ream campaign to destigmatize childhood bedwetting. |
| May 28 | Conference appearance | Neutral | -2.5% | Deutsche Bank consumer conference webcast featuring KMB leadership. |
| May 19 | Product innovation launch | Positive | -0.1% | Pull-Ups® Learning Layer™ technology rollout with marketing partnerships. |
| May 14 | Dividend declaration | Positive | -0.8% | Quarterly dividend of $1.28 per share and long dividend track record. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Recent brand and corporate updates, including product launches, partnerships, a conference appearance, and a dividend declaration, were followed by small negative moves, suggesting a tendency for muted-to-negative reactions even on generally positive news.
Over the past month, KMB issued several brand and corporate updates. Pull-Ups® introduced Learning Layer™ technology in Canada and then more broadly, while Goodnites® launched a destigmatization partnership with Tim Ream. The company also announced participation in the Deutsche Bank dbAccess Global Consumer Conference 2026 and declared a quarterly dividend of $1.28 per share with 92 years of payments and 54 years of increases. Each event saw modest negative price reactions, so today’s Depend–Coach Prime campaign fits a pattern of brand-building news against a softer share backdrop.
Key Terms
bladder cancer medical
bladder leaks medical
AI-generated analysis. How Rhea-AI works. Not financial advice.
Coach Prime encourages men to get their annual physicals and shares words of encouragement as the new face of Depend Real Fit® packaging
Now through the end of the month, consumers can sign up to receive a video message from Coach Prime, delivered in his signature motivational style and centered on accountability, preparation, and confidence.
By visiting DependWakeUpCall.com, consumers can choose from one of three video text messages encouraging them to schedule a physical, supporting those navigating a recent health diagnosis, or empowering those experiencing bladder leaks to move past embarrassment and get back to living life.
After publicly sharing his bladder cancer diagnosis and recovery journey, Coach Prime knows firsthand how critical early detection can be. Together, Depend and Coach Prime are urging men to stop delaying care and take action on their health. This partnership builds on Coach Prime's longstanding relationship with Depend as someone who personally relies on the brand after undergoing bladder removal surgery following his bladder cancer diagnosis in 2025.
"Too many men keep putting their health on pause and that's a losing game," said Deion Sanders. "Together with Depend, I'm encouraging you to stop waiting, stop the excuses and take control now. You don't always need a doctor to light that fire - sometimes you need a coach to push you to be your best."
The campaign coincides with the nationwide rollout of new Depend Real Fit® packaging featuring Coach Prime on pack for the first time ever. By bringing his signature swagger straight to the package, Coach Prime boldly shows how actively managing health challenges head-on is a point of pride, not something to hide.
Bladder leaks affect millions of Americans, yet many people suffer in silence, letting stigma stand in the way of solutions. Together, Depend and Coach Prime are working to change that narrative - shifting the conversation from embarrassment to empowerment.
"Coach Prime is a powerful partner for Depend because he embodies unapologetic confidence and authenticity," said Katie Moran, North America President of Adult and Feminine Care. "Together, we're working to break the stigma around bladder leaks by bringing this very real experience into the open and empowering people to move past embarrassment, reclaim their confidence and get back to living life to the fullest every day."
For more information about bladder health and how Depend is helping shift the conversation, visit depend.com or follow Depend on social media.
About Kimberly-Clark
Kimberly-Clark (NASDAQ: KMB) and its trusted brands are an indispensable part of life for people in more than 175 countries and territories. Our portfolio of brands, including Huggies, Kleenex, Scott, Kotex, Cottonelle, Poise, Depend, Andrex, Pull-Ups, Goodnites, Intimus, Plenitud, Sweety, Softex, Viva and WypAll, hold No. 1 or No. 2 share positions in approximately 70 countries. Our company's purpose is to deliver Better Care for a Better World. We are committed to using sustainable practices designed to support a healthy planet, build strong communities, and enable our business to thrive for decades to come. To keep up with the latest news and learn more about the company's more than 150-year history of innovation, visit the Kimberly-Clark website.
Media Contacts:
Alison Brod Marketing + Communications
depend@abmc-us.com
Kimberly-Clark Media Relations
Media.relations@kcc.com
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SOURCE Depend