PRIME
PRIME is an American beverage brand built around sports hydration, energy drinks, drink mixes, and related functional beverages, launched by internet personalities Logan Paul and KSI.
Last updated November 4, 2026
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Overview
PRIME is an American beverage brand established in 2022 by YouTubers and internet personalities Logan Paul and Olajide "KSI" Olatunji in partnership with Congo Brands. The brand entered the market with Prime Hydration, a non-carbonated sports drink positioned as a low-sugar alternative to conventional sports beverages. Its launch relied heavily on the founders' large online audiences, creator-led promotion, limited releases, collectible flavors, and retail scarcity rather than on traditional beverage advertising alone. Prime Hydration was announced in January 2022 and initially sold through the brand's own website in the United States. Distribution agreements with Target and, later, Asda helped move the product into mainstream retail. The first flavors included Tropical Punch, Orange, Lemon Lime, Blue Raspberry, and Grape, followed by additional flavors and market-specific releases. Manufacturing was subsequently supported by Refresco. The product's highly visible association with Paul and KSI generated substantial demand among children and teenagers, especially boys, and produced periods of stock shortages, resale activity, and unusually high secondary-market prices in the United Kingdom and elsewhere. The brand expanded beyond its original hydration drink. Prime Hydration+ Sticks introduced a powdered drink-mix format, while Prime Energy added caffeinated canned beverages containing substantially more caffeine than the hydration line. Prime also developed collaborations, limited-edition flavors, and market-exclusive packaging. Sponsorships and marketing partnerships with Arsenal Football Club, the Ultimate Fighting Championship, FC Barcelona, FC Bayern Munich, WWE, SL Benfica, Juventus, Borussia Dortmund, and other sports organizations gave the brand prominent exposure. Individual athletes and entertainers, including Patrick Mahomes, Erling Haaland, Alisha Lehmann, Alexander Volkanovski, Israel Adesanya, Kyle Larson, Auston Matthews, IShowSpeed, and Central Cee, have also been associated with sponsorships or special editions. PRIME's rapid growth generated regulatory and public-health scrutiny. Prime Energy was restricted or removed from sale in several countries and schools because of its caffeine concentration and the suitability of highly caffeinated products for minors. Authorities in Australia, Denmark, New Zealand, and other markets raised compliance concerns, while schools and retailers imposed their own restrictions. The brand also faced litigation in the United States over alleged PFAS contamination and a separate legal action from the U.S. Olympic and Paralympic Committee concerning alleged unauthorized use of Olympic-related intellectual property. Additional regulatory concerns involved labeling discrepancies and product imports. After a peak in visibility during 2023, the brand experienced a marked decline in demand in the United Kingdom and weaker consumer momentum in the United States. Reports in 2025 described a substantial fall in British sales and the discontinuation or reduced availability of Prime Energy in some markets. Nevertheless, PRIME remained available through selected retailers and continued to use sports partnerships, new flavors, powdered products, and zero-sugar extensions to maintain shelf presence. The brand's defining strategic model remains the combination of influencer ownership, social-media virality, flavor novelty, sports sponsorship, and direct access to a young consumer audience. Prime Hydration is a beverage brand launched in 2022 by internet personalities KSI and Logan Paul. The brand was created around the idea of combining the broad appeal and visual energy of creator-led culture with a functional hydration product. Its initial flagship drink, Prime Hydration, is marketed as a non-carbonated beverage containing coconut water, electrolytes, branched-chain amino acids, antioxidants and zero added sugar, according to the brand's official website. The formulation and presentation position it between conventional sports drinks, flavored water and lifestyle beverages rather than as a narrowly specialized product for professional athletes. Prime's early visibility was driven substantially by the existing audiences of its founders. KSI and Logan Paul had separately built large international followings through online video, entertainment, boxing and other commercial activities before launching the brand together. Their collaboration gave Prime immediate recognition among younger consumers and helped the product spread through social-media discussion, creator promotion and retail demand. The brand's naming, bright packaging and rotating flavor lineup were designed to be highly recognizable and shareable. The company's core proposition emphasizes flavor and hydration while highlighting functional ingredients and the absence of added sugar. The official product description identifies 10% coconut water alongside electrolytes, BCAAs and antioxidants. These claims support a premium, youth-oriented positioning, although the product is not presented here as a medical treatment or as a substitute for water or a balanced diet. Prime has been associated primarily with the United Kingdom and United States markets, with distribution and availability varying by product type and market. The brand's portfolio has centered on Prime Hydration sports drinks and has expanded into adjacent beverage formats, including energy-oriented products. Because product availability, formulas and market rules can change, individual product claims should be assessed against the packaging and official market-specific information. Prime remains privately held as a brand, and detailed corporate ownership, financial performance and headquarters information are not established in the supplied reference material. Its public identity continues to depend on the combination of creator founders, strong visual branding, flavor-led innovation and mass-market distribution. Prime Hydration is a beverage brand associated with internet creators KSI and Logan Paul. The brand was launched in 2022 and is positioned around flavored hydration products rather than conventional carbonated soft drinks. Its flagship hydration beverage is marketed as containing zero added sugar, 10% coconut water, electrolytes, BCAAs, antioxidants, and other functional ingredients, according to the brand’s official website. The brand’s identity is closely tied to the large online audiences of its founders. Prime uses highly recognizable packaging, strong flavor-oriented presentation, and creator-led promotion as central parts of its market approach. This gives the brand a distinctly social-media-native profile and differentiates it from more traditional sports and hydration beverages whose marketing historically relied more heavily on professional athletes, teams, and mass-media advertising. Prime’s core proposition combines refreshment with functional hydration. The brand’s official positioning emphasizes flavor and function, while its product communication highlights the absence of added sugar and the inclusion of coconut water, electrolytes, BCAAs, and antioxidants. The available reference material identifies Prime Hydration as the principal product associated with the brand; further product-line, ownership, headquarters, market, financial, and executive details are not established here. Prime is best classified as a consumer beverage product brand in the non-alcoholic hydration and sports-drink segment. Its founders’ public profiles are important to the brand’s recognition and distribution of marketing messages, but the available material does not establish the full corporate structure behind the label. The brand remains active, although detailed information about its current corporate ownership, geographic operations, product portfolio, and leadership requires additional verification.
History
PRIME emerged from the collaboration of Logan Paul and KSI, two highly followed internet personalities who had previously been public rivals. On January 4, 2022, they announced the creation of Prime Hydration, linking the product directly to their creator identities and online communities. The operating business was associated with Congo Brands, whose co-owners Max Clemons and Trey Steiger were involved in the commercial structure. The initial go-to-market approach was deliberately digital. Prime announced that United States consumers would first be able to order through DrinkPrime.com, creating a controlled launch and allowing scarcity to amplify attention. A Target distribution agreement was announced in March 2022. The product became available in June 2022, initially through shipments from the United States, and later through manufacturing arrangements involving Refresco. An Asda distribution deal opened the way for a United Kingdom launch later in 2022. The original portfolio consisted of several brightly branded flavors, including Tropical Punch, Orange, Lemon Lime, Blue Raspberry, and Grape. The combination of creator endorsement, limited supply, and strong demand among young consumers rapidly turned the drink into a social phenomenon. British retailers reported disorder and intense interest around releases, while online resellers listed multipacks at highly inflated prices. The product became a status object in some school communities, with empty bottles reportedly retained or refilled. Commentators criticized the marketing model for directing substantial influence toward children and teenagers and for connecting a mass-market product to the public personas and controversies associated with its founders. PRIME broadened its product and distribution strategy during 2022 and 2023. Ice Pop and Meta Moon were added to the hydration range, followed by Strawberry Watermelon, Mango, and Lemonade. Prime Hydration+ Sticks brought the brand into powdered mixes. In January 2023, Prime Energy was introduced as a caffeinated extension sharing flavors and visual identity with the hydration line. Its caffeine level became a central issue: schools, retailers, and regulators in countries including Australia, Denmark, New Zealand, and Norway questioned whether the product complied with local rules or was appropriate for minors. Some jurisdictions required modified formulations, while others restricted or prohibited sales. At the same time, PRIME pursued a large-scale sports and entertainment sponsorship program. Arsenal named it an official sports drink partner in 2022. UFC followed in 2023, along with agreements involving FC Barcelona and FC Bayern Munich. The brand sponsored or collaborated with athletes and sports figures, and later added partnerships with WWE, SL Benfica, Borussia Dortmund, Juventus, and other organizations. WWE integration was especially visible: PRIME appeared on the center of the ring and at a ringside display known as the Hydration Station. Limited bottles and athlete-associated flavors made sponsorships part of the product strategy rather than merely conventional advertising. The brand's expansion also created legal and regulatory exposure. In August 2023, a California lawsuit alleged that some flavors contained PFAS that were not disclosed to consumers. Logan Paul disputed the interpretation of the testing, while the claimant and attorneys maintained that their analysis showed a relevant concern. In late 2023, Bosnian authorities stopped an Ice Pop shipment over nutrition-label inaccuracies. Latvia later suspended imports because of discrepancies between local-language and English labeling. In July 2024, the U.S. Olympic and Paralympic Committee filed a case alleging that PRIME advertising for a Kevin Durant edition infringed protected Olympic phrases and symbols. PRIME reached its highest cultural visibility around 2023, but the growth cycle subsequently weakened. Reports cited a sharp decline in United Kingdom sales in 2024 and an even larger reported fall by 2025. Prime Energy was discontinued or unavailable in some markets, while the hydration business remained present through selected retailers. The company continued releasing flavors, collaborations, and zero-sugar products, attempting to refresh attention through novelty and exclusivity. PRIME therefore developed from a viral creator product into a broad functional-beverage portfolio, but its long-term position depends on retaining distribution, meeting local regulatory requirements, and converting social-media attention into durable repeat consumption. Prime Hydration was launched in 2022 by KSI and Logan Paul, two online creators whose audiences had developed across video platforms, entertainment and influencer-led media. Their partnership gave the brand a distinctive starting point: rather than building awareness gradually through conventional beverage advertising, Prime entered the market with immediate recognition among followers of both founders. The initial concept focused on a flavored hydration drink positioned around function and accessibility. Prime's official description highlights zero added sugar, 10% coconut water, BCAAs, electrolytes and antioxidants. The product therefore occupies a hybrid space between sports drinks, enhanced water and lifestyle beverages. Flavor variety and colorful packaging have been central to the brand's identity, helping products stand out in retail settings and encouraging discussion online. Prime's growth has been closely connected with creator marketing. The founders' public profiles, collaborations and broader entertainment activities made the product unusually visible among younger consumers. Demand and availability have varied by market, while the brand has primarily been associated with the United Kingdom and United States. The portfolio has also developed beyond the original hydration format to include energy-oriented beverages, creating a broader functional-drinks platform. The available reference material does not establish detailed revenue, ownership, headquarters or corporate-structure information. Prime is treated in this dossier as an active privately held product brand. Its principal historical significance is the rapid transfer of creator-economy attention into a mass-market beverage brand, supported by functional product messaging, highly recognizable design and a founder-led promotional model. Prime Hydration was launched in 2022 by internet creators KSI and Logan Paul. The brand was conceived as a creator-led beverage venture centered on hydration and functional refreshment. Its launch connected the product directly with the founders’ established online audiences and helped define Prime as a social-media-native consumer brand. The official brand presentation describes Prime as a meeting point between flavor and function. Its hydration beverage is promoted with zero added sugar, 10% coconut water, BCAAs, electrolytes, antioxidants, and other functional ingredients. This combination places the product within the broader sports-drink and functional-beverage category while giving it a formulation and visual identity distinct from traditional sugary soft drinks. Prime’s public-facing identity relies heavily on distinctive packaging, flavor variety, and creator-led visibility. KSI and Logan Paul provide the brand with a built-in promotional platform through their internet audiences, although the available source material does not document specific campaigns, retail agreements, sales figures, corporate ownership arrangements, or geographic expansion milestones. The available evidence supports classifying Prime as an active hydration beverage brand founded in the United States context and introduced in 2022. More detailed historical coverage, including manufacturing, distribution, leadership beyond the founders, product launches, and corporate developments, requires additional reliable sources.
- 2025
Reported United Kingdom sales contraction
[1]Industry reporting described a substantial decline in Prime sales in the United Kingdom after its earlier peak.
- 2024
WWE center-ring sponsorship begins
[1]PRIME became WWE's first center-ring mat sponsor and expanded its event branding.
- 2024
Olympic intellectual-property lawsuit
[1]The U.S. Olympic and Paralympic Committee filed a lawsuit concerning alleged use of protected Olympic branding.
- 2023
Prime Energy introduced
[1]The brand launched a caffeinated canned beverage line that later attracted regulatory scrutiny.
- 2023
UFC partnership announced
[1]Prime became an official sports drink partner of the Ultimate Fighting Championship.
- 2022
Prime Hydration announced
[1]Logan Paul and KSI announced Prime Hydration and its affiliated beverage company.
- 2022
Direct-to-consumer launch and Target distribution
[1]The brand began with online sales in the United States and announced a Target distribution agreement.
- 2022
United Kingdom retail expansion
[1]Prime announced an Asda distribution agreement and expanded availability in the United Kingdom.
- 2022
Hydration Sticks introduced
[1]Prime added powdered hydration sticks, initially sold through Walmart.
- 2022
Brand launched
[3]KSI and Logan Paul launched Prime Hydration as a creator-led beverage brand focused initially on flavored hydration drinks.
Products and positioning
A creator-led, youth-oriented functional beverage brand combining sports hydration, energy, flavor variety, social-media culture, and athlete or sports-property endorsements. A premium, creator-led hydration and functional beverage brand aimed particularly at younger consumers, combining strong social-media visibility with flavor variety and claims involving electrolytes, coconut water, BCAAs, antioxidants and zero added sugar. A creator-led hydration beverage brand combining bold flavors with functional ingredients, including electrolytes, coconut water, BCAAs, and antioxidants, while emphasizing zero added sugar.
Hydration sports drink · 2022
Prime Hydration+ Sticks
The original PRIME product line is a non-carbonated hydration drink sold in a wide range of fruit and confectionery-inspired flavors. It was marketed as a low-sugar sports beverage and became the foundation of the brand's retail distribution, influencer marketing, limited editions, and sports sponsorships. The official website presents it as a flavored drink with zero added sugar, 10% coconut water, electrolytes, BCAAs and antioxidants, positioned for refreshment and hydration with broad consumer appeal rather than only competitive athletes. Hydration+ Sticks extend the brand into single-serve powdered sachets that consumers mix with water. The product was introduced as a convenient alternative to bottled hydration and was initially distributed through Walmart. The brand's core non-carbonated hydration beverage. Prime's official website presents it as a flavored drink with zero added sugar, 10% coconut water, electrolytes, BCAAs and antioxidants. It is marketed for refreshment and hydration, with a flavor-led identity and packaging designed for broad consumer appeal rather than only competitive athletes. Prime Hydration is the brand’s core beverage offering. The official website presents it as a flavored hydration drink designed to combine taste with functional ingredients. Its stated formulation highlights zero added sugar, 10% coconut water, BCAAs, electrolytes, antioxidants, and other ingredients. The product is marketed within the sports-drink and functional-beverage space, although detailed information about individual flavors, package formats, launch dates, and current availability is not established in the available source material.
Energy drink · 2023
Prime Energy
Prime Energy is a canned caffeinated beverage using flavors and branding related to Prime Hydration. Its high caffeine content made it one of the brand's most controversial products, prompting restrictions, school bans, reformulations, and retail withdrawals in several markets. Exact formulation, caffeine content, flavor availability and regulatory status can differ by market and should be checked against current official labeling. An energy-oriented extension of the Prime beverage range. It broadens the brand beyond hydration into a more stimulant-focused functional-drink category. Exact formulation, caffeine content, flavor availability and regulatory status can differ by market and should be checked against current official labeling.
Zero-sugar sports drink · 2025
Prime ZERO Hydration
The ZERO Hydration series is a zero-sugar extension of the hydration range, intended to refresh the core product line and provide an alternative for consumers seeking a sugar-free formulation.
Protein beverage · 2026
Prime Protein
Prime Protein is a protein-oriented beverage extension announced in the reference material for 2026. Details about its final formulation, distribution, and commercial availability are not established here.
Controversies
2024
Olympic trademark lawsuit
The U.S. Olympic and Paralympic Committee alleged that PRIME advertising used protected Olympic wording and symbols without authorization.
2024
Latvian labeling compliance issue
Latvian authorities suspended imports because of discrepancies between the Latvian-language label and the English-language product label.
2023
Caffeine and youth-safety controversy
Prime Energy's caffeine concentration led to school bans, retail restrictions, and regulatory intervention in several countries. Critics argued that the product's visibility among children and teenagers created a public-health concern.
2023
PFAS lawsuit
A California plaintiff alleged that independent testing detected PFAS in several Prime Hydration flavors and that the alleged presence was not disclosed. The company disputed the interpretation of the findings.
2023
Bosnia and Herzegovina labeling action
Authorities prohibited the import of a shipment of Ice Pop Hydration after reported discrepancies in nutrition labeling.
Marketing campaigns
- 2024WWE PRIME sponsorship
United States · International broadcast markets
PRIME became a center-ring sponsor for WWE and used the Hydration Station and event branding to integrate the product into wrestling broadcasts, achieving high-frequency exposure across weekly shows and premium live events.
Outcome. High-frequency exposure across weekly shows and premium live events.
- 2024Kevin Durant special edition
United States
A special edition associated with Kevin Durant was promoted using Olympic-related references that later became the subject of a lawsuit, generating legal opposition from the U.S. Olympic and Paralympic Committee.
Outcome. Generated legal opposition from the U.S. Olympic and Paralympic Committee.
- 2023Sports partnership expansion
International
PRIME expanded its visibility through partnerships with UFC, Arsenal, FC Barcelona, FC Bayern Munich, and sponsored athletes, establishing the brand as a prominent sports and creator-marketed beverage.
Outcome. Established the brand as a prominent sports and creator-marketed beverage.
- 2022Creator-led launch
United States · United Kingdom
The brand used Logan Paul and KSI's online audiences, direct sales, scarcity, flavor drops, and social content to create rapid awareness and demand. High initial visibility, stock shortages, and strong resale activity followed.
Outcome. High initial visibility, stock shortages, and strong resale activity.
Brand decisions
2025
Introduce zero-sugar hydration productsProduct launchBackground
The brand sought additional product differentiation amid reports of declining demand.
Action taken
PRIME introduced the ZERO Hydration series and continued to release regional and limited-edition flavors.
Aftermath
The strategy broadened the range, although the long-term commercial effect is not established.
2024
Increase sports and entertainment integrationStrategyBackground
After rapid influencer-led growth, the brand continued to seek mass visibility through established sports properties.
Action taken
PRIME expanded agreements with WWE, SL Benfica, Juventus, Borussia Dortmund, and other partners.
Aftermath
Sports branding remained a major component of the identity as consumer demand later softened.
2023
Add Prime EnergyProduct launchBackground
The company expanded from hydration into the growing energy-drink category.
Action taken
It launched canned energy drinks containing approximately 200 mg of caffeine per can in the cited product description.
Aftermath
The line created new distribution opportunities but triggered restrictions and regulatory scrutiny in multiple markets.
2022
Launch through creator communities and controlled distributionStrategyBackground
The founders sought to convert large social-media followings into early product demand.
Action taken
PRIME began with direct online sales, limited quantities, retail partnerships, and flavor-based drops.
Aftermath
The approach produced viral awareness and scarcity, but also resale inflation and criticism of youth-focused marketing.
Recent events
Reported
Amazon raises Prime membership prices[4]
Amazon announced that U.S. Prime membership would increase to $139 per year and $14.99 per month. The new prices were scheduled to take effect for new members on February 18 and for existing members at renewals after March 25.
Reported
Amazon expands same-day delivery to six more US cities[5]
Amazon rolled out same-day delivery to Prime members in Baltimore, Chicago, Detroit, Tampa, Charlotte and Houston, bringing the total number of markets served to 12.
Reported
Amazon announces India Prime Day sale for July 26–27[6]
Amazon announced that its annual Prime Day event in India was scheduled for July 26 and 27, with deals and savings across product categories for Prime members.
Amazon announces 2021 Prime Day dates[7]
Amazon announced that its 2021 Prime Day would begin worldwide on June 21, with offers for Prime members in China including 21 promotions tailored for domestic users.
Reported
Amazon expands In-Garage Grocery Delivery[8]
Amazon expanded Key by Amazon In-Garage Grocery Delivery to Prime members in more than 5,000 U.S. cities and towns, wherever Amazon grocery delivery is available, at no additional cost.
Reported
Innofactor sells Prime business to Total Specific Solutions[9]
Innofactor sold its resource management software solution business, Innofactor Prime, to Total Specific Solutions. The transaction took effect on April 1, 2021; Innofactor continued to provide managed services for the purchased business.
Reported
Amazon launches Year-End sale for Prime members[10]
Amazon launched a Year-End sale for Prime members, offering discounts on products including technology, apparel and winter accessories.
Reported
Amazon expands items eligible for free one-day delivery[11]
Amazon expanded the list of items eligible for same-day and next-day delivery; Prime subscribers could get free one-day delivery on more than 10 million items.
- Unconfirmed
Reported
Amazon expands free delivery options for the festive season[12]
Amazon extended free delivery options for the festive season. Prime members across the U.S. gained access to more than 10 million items available for free next-day delivery, and Amazon expanded Prime Free Same-Day Delivery to more members.
Reported
Amazon expands one-day delivery availability for Prime members[13]
Amazon expanded delivery options for the holiday season. Prime members across the U.S. could receive free one-day delivery on more than 10 million items, and same-day delivery was available in 46 major metropolitan areas.
Sources18 sources
- 1Prime (drink)en.wikipedia.org
- 2Prime Hydration official websitedrinkprime.com
- 3Brand launcheddrinkprime.com
- 4亚马逊上调 Prime 会员价格bbc.co.uk
- 5亚马逊将当日送达服务扩展至美国另外六座城市techcrunch.com
- 6亚马逊宣布印度Prime Day将于7月26日至27日举行indiatvnews.com
- 7亚马逊宣布2021年Prime会员日日期donews.com
- 8亚马逊扩大车库内杂货配送服务范围finanznachrichten.de
- 9Innofactor将Prime业务出售给Total Specific Solutionsfinanznachrichten.de
- 10Amazon 为 Prime 会员推出年终优惠ibtimes.com
- 11亚马逊扩大可享免费次日达的商品范围foxbusiness.com
- 12亚马逊扩大节日期间的免费配送服务postandparcel.info
- 13Amazon扩大Prime会员次日送达服务范围fox10phoenix.com
- 14亚马逊宣布 Prime 会员可免费享受杂货配送710wor.iheart.com
- 15Amazon announces Prime Day sale in select countries on June 21-22business-standard.com
- 16Amazon raises price of annual Prime membership to $139kccu.org
- 17Amazon raises Prime fees in US as Q4 profits surgethemarketreporter.co.uk
- 18Amazon raises Prime membership fees to offset growing costsaljazeera.com
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