KSI & Logan Paul - The Prime Concept

It was the 4th of January 2022 when Olajide Olayinka Williams Olatunji, commonly known as 'KSI' and Logan Paul, disappointed many fans by announcing their brand new drinks company called PRIME Hydration, and thereby the end of their rivalry, instead of another boxing match. (W, 2022)

On the official website of PRIME KSI Logan says: "We created PRIME to showcase what happens when rivals come together as brothers and business partners to fill the void where great taste meets function…" (Prime Hydration, n.d.)

PRIME is owned by KSI, Logan Paul, Max Clemons, and Trey Steiger. Through Logan Paul and KSI's wide reach on social media platforms like YouTube, Instagram, and TikTok, the drink caused large crowds and caused fights in supermarkets when it was first launched in 2022.

With both exotic and normal flavors like Meta Moon, Tropical Punch, Ice Pop, Orange, and Grape, people were willing to pay between ₤15 and ₤20 for a single bottle in the supermarkets. On the day when Prime was first offered for sale, it did not take long until all PRIME drinks across the UK supermarkets were sold out for a long time. (The Independent, 2023)

PRIME drinks sell two different line categories of drinks, Energy drinks, and Hydration drinks. The hydration drinks contain a variety of different ingredients like antioxidants, B-Vitamins, electrolytes, and also 10 percent coconut water. The energy drink contains 200mg of caffeine almost as much caffeine as two coffee cups, twice as much as other energy drinks. (Men’s Health, 2023)

Since the first products were launched, the team of PRIME worked hard to expand in retail, create new products and reach new markets. (Prime Hydration, n.d.) As we can see and hear from KSI and Paul themselves, the hard work paid off:

"We’ve been humbled by the process of creating a real brand & surpassing some of the biggest beverage companies in the world. As underdogs, we always cherish the opportunity to show the world what’s possible. Now that we’re both fighting for the same team, we truly believe the sky is the limit.“ (Prime Hydration, n.d.)

References: 

W, C. (2022). KSI & Logan Paul Team Up To Launch New Drink Company ‘Prime’. [online] GRM Daily. Available at: https://grmdaily.com/ksi-logan-paul-drink-launched/.

Prime Hydration. (n.d.). About Prime Hydration. [online] Available at: https://drinkprime.com/pages/about-prime.

Men’s Health. (2023). Logan Paul’s New Energy Drink Is as Controversial as You’d Expect. [online] Available at: https://www.menshealth.com/nutrition/a42859450/prime-energy-drink-logan-paul/. 

The Independent. (2023). Who actually owns Prime energy drinks? [online] Available at: https://www.independent.co.uk/life-style/prime-hydration-energy-drink-logan-paul-ksi-b2254247.html.

(Benedikt Schiebel)