Colorado quarterback Shedeur Sanders is following in his father’s footsteps and signing a name, image and likeness contract with Nike, which includes both footwear and apparel.

No terms of the agreement were disclosed.

To announce the signing, Nike’s football division posted a photo on Instagram of Shedeur Sanders holding a watch on his left wrist after a game.

David Zalubowski/AP

The caption above the image of him in his No. 2 Buffaloes shirt reads: “You know what Time it is.”

There was a Nike swoosh just below it. In the comments, the company wrote that it was now a family business.

Deion Sanders wore Nike shoes during his Hall of Fame career as a professional football player and when he played baseball.