Shedeur Sanders, once touted as a top-five NFL draft prospect, has faced one blow after another since his unexpected slide to the fifth round. But perhaps the most surprising twist yet isn’t about his draft position, it’s about his jersey number. Known for wearing No. 2 throughout his career and building a personal brand, “2legendary,” around it, Sanders was expected to continue that legacy in Cleveland. Instead, the Browns handed the number to wide receiver DeAndre Carter, who’s never worn it in his career.
The decision stirred backlash, particularly from Hellion “Boog” Knight, operations lead at Young Money APAA, which represents Sanders. In a now-deleted Instagram story, Boog called the move disrespectful, stating the Browns knew what that number meant and still overlooked it. While the outrage was loud, the writing was on the wall. And rather than fight it, Sanders is choosing a new path.
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A legendary brand faces a pivot
The No. 2 wasn’t just a jersey number, it was a brand. Since 2021, Sanders has monetized “2legendary” through merch, a podcast, and a marketing empire that drew partnerships with Nike, Google, Mercedes-Benz, and more, reportedly netting $5.1 million. And while the Browns‘ decision might seem like a hit to that branding, the buzz only grew. Following his draft, the 2legendary line sold out within a week.
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Still, optics matter. Sanders is not represented by a traditional NFL-certified agent-something many insiders believe contributed to his draft day slide. Without a seasoned advocate navigating backchannel conversations, some doors may have stayed shut.
No. 12, with a message from the GOAT
In Cleveland, Sanders will wear No. 12, a number famously worn by Tom Brady, who also happens to be one of Shedeur’s mentors. Brady offered words of encouragement after the draft: “Use it as motivation,” he told Sanders, reminding him that being overlooked doesn’t define a career. Coming from a sixth-round pick turned seven-time Super Bowl champion, it hits different.
Shedeur echoed that drive recently, telling local students his goal is simple: “Bring a Super Bowl to Cleveland.” It’s a tall order, sure-but it’s clear Sanders is embracing his new number, and the challenge, with open arms.
The jersey might’ve changed, but the mission hasn’t.
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