Prime

Prime Hydration launched in January 2022 as a joint venture between YouTube titans Logan Paul and KSI, operating under their company Congo LLC. The brand initially sold direct-to-consumer before hitting limited retail shelves in June 2022. Social media hype created instant scarcity, with bottles reselling for over $20 each during the 2022 holiday season. By early 2023, Prime had secured distribution at Walmart, Target, GNC, Tesco, and Asda, and expanded its lineup to include Prime Energy cans (200mg caffeine) and Prime Hydration+ Sticks. High-profile sponsorships with Arsenal FC, FC Barcelona, UFC, and WWE brought co-branded bottle designs and global visibility.

Prime’s rapid rise was fueled by influencer culture and a bold visual identity, bright metallic bottles and limited-edition drops. But the brand also attracted controversy. Prime Energy’s high caffeine content drew FDA scrutiny and lawsuits alleging it targeted minors. In 2023, a former business partner sued KSI and Logan Paul for $5 million, claiming fraud and mismanagement. A class-action suit challenged the accuracy of Prime’s ingredient labels. By June 2025, demand had cooled significantly; Prime Energy was discontinued in several European markets due to caffeine regulations. Yet Prime Hydration remains on shelves in major retailers, and in January 2026, the company announced Prime Protein, a new line of protein shakes. The brand continues its UFC and WWE sponsorships, though its retail footprint has shrunk in some regions.[edit]