How Two Rivals Became Business Partners and Made Over $250 Million In Just Over A Year...
Logan Paul & KSI used to be enemies, after fighting two boxing matches, they decided to start another fight, which was building a successful business. They're currently winning with Prime Hydration..
Logan Paul in a recent podcast interview shared how much he and KSI have made from their hydration drink ‘Prime’. The duo have made over $250 million in retail sales and $110 million gross internally. Paul also mentioned in the interview “in January of this year, we did $45 million.” Which is very crazy for a brand that has only been around for 13 months!
KSI and Logan Paul weren’t always friends, it shocked the world when they came out and said they were starting a business together. A few years ago, Logan and KSI were rivals in the boxing ring. For two consecutive years, they fought each other, with KSI being the victor. Instead of continuing with their beef, their ‘final chapter’ was announcing their new business venture Prime hydration. A sports and energy drink with zero added sugar launched to “rival some of the biggest companies on Earth”.
Logan and KSI didn’t actually come up with the idea of Prime, they are the face of the brand but only partial owners. Prime hydration is owned by Congo Brands. Founders of Congo Brands, Max Clemons, and Trey Steiger work with influencers to help them leverage their platform and build consumer businesses. Max and Trey came up with the idea of Logan and KSI having an energy drink, which is a no-brainer as they are both huge stars with a wide reach and audience who will buy whatever they are selling.
The pair have transitioned from content creators to businessmen and are working extremely hard for their business to succeed. They have been doing press runs just like they did when they were promoting their boxing matches. It was actually at a radio interview in Australia when Paul Logan, mentioned how much money Prime is generating.
Prime is currently penetrating markets that their competitors Gatorade and Body Armor are yet to break. They are the official drink sponsor of Arsenal Football Club and the UFC. Prime’s partnership with Arsenal means that their drinks will be stocked at the Emirates Stadium throughout the 2022-23 season which will definitely grow their brand awareness here in the UK and also generate more sales for them.
Their partnership with the UFC means Prime branding will be integrated into key UFC assets, including every UFC pay-per-view fight as well as inside the Octagon. Prime will be gaining visibility in the 175 countries that broadcast UFC. This partnership is also a win for the UFC because as part of the agreement, Logan Paul, and KSI will collaborate on original content that will be distributed through their social media channels, including YouTube, Instagram, Twitter, and TikTok, which will reach almost 400 million followers worldwide.
As mentioned above, Prime only launched just over a year ago and hasn't even touched the shelves of every UK supermarket. Demand in the UK is so high that there is a black market for Prime. Wakey Wines in west Yorkshire went viral after charging over £100 for a can of Prime energy drink, after importing the beverage from the US. High street supermarkets Sainsbury’s, Asda, Aldi, and Morrison have confirmed that they will be stocking Prime and I can already see it selling out in minutes.
KSI and Logan Paul squashing their beef and starting Prime was definitely their best idea yet. They are a great example of what happens when rivals come together as brothers and business partners. Prime is still in its early days and has surpassed some of the biggest beverage companies in the world. I believe that Prime has huge potential to be a well-known energy drink and potentially be bought by one of its competitors at a crazy price. I’m excited to see the trajectory of Prime and Ksi and Logan Paul’s growth as businessmen.