Coach Prime is coming to Tattered Cover, a bookstore really needing to rally

Register for the event, and you’ll get your own copy of his new book
2 min. read
Deion Sanders, the new coach of the University of Colorado Buffaloes football team, drew attention as he visited with Professor Reiland Rabaka, director of CU Boulder’s new Center for African and African American Studies, ahead of the the opening ceremony of CAAAS on Wednesday, Feb. 1, 2023 at Mackey Auditorium.
Hart Van Denburg/CPR News

Tattered Cover needs a win — and if nothing else, it's about to get a pep talk.

The bookstore has invited Deion Sanders, better known to some as Coach Prime, to celebrate his new book, "Elevate and Dominate: 21 Ways to Win on and Off the Field."

Sanders is the coach who took the helm at the University of Colorado Buffs last year with big pay, a lot of charisma and gazillions of headlines, giving the university a big boom in needed attention.

Sanders' season was a bit of a nothing (buffalo?) burger, after he led the team to three early victories. A string of end-of-season defeats raised big questions about whether he was a success.

Despite the setbacks, his gumption is relentless.

At the event and through the book, you can get the good coach's take on motivating himself and others, never settling, facing pressure and competing hard. The book is as much about spirituality and personal struggles as it is sports — even if the lessons come from the field. At least, that's what the publisher says.

Maybe Tattered Cover will take some lessons from Coach Prime.

There's been turnover at the top of the business. A couple years back, the chain grew fast, opening multiple new branches. More recently, it shrank, shuttering them.

It's laid off workers and started a bankruptcy process. In a last ditch effort, the store is looking for a new owner.

Could taking over Tattered Cover be Coach Prime's latest quest for victory? Probably not. But jock-y bookworms can dream.

If seeing Coach Sanders isn't your idea of fun, Tattered Cover has plenty of other events happening, including an event with famed historian Doris Kearns Goodwin in May.

And if you haven't been in awhile, it's worth a trip back to the bookstore to see something missing in recent years: shelves loaded with books.

The Coach Prime event takes place Tuesday, April 16, at the Tattered Cover Colfax, at 2526 E. Colfax Ave. Tickets are $29.99 and registration comes with a copy of the book. To register, go to Eventbrite.

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