Logan Paul’s development as a pro boxer remains a work in progress — his recent fight against Dillon Danis ended in the latter’s disqualification in what was described as a “complete farce of a boxing match.”
But Paul’s success in the beverage world is much more evident.
Prime, the hydration and energy drink created by Paul and fellow social media personality Olajide “KSI” Olatunji, is projected to surpass $1.2 billion in annual sales, reports Bloomberg, in what is described as the fastest ascent for any beverage ever.
Paul and KSI also announced on Wednesday that they have hit 1 billion bottles sold since Prime debuted early last year.
In addition to the substantial online followings of Paul and KSI, Prime has been boosted by a series of sponsorship deals with UFC, the Los Angeles Dodgers, and Arsenal, as well as consumers’ embrace of nontraditional flavors for sports drinks such as “ice pop” and “Meta Moon,” which combines blue raspberry, bubblegum, and cotton candy.
Rapid Rise
The 2023 sales figure more than quadruples the $250 million for Prime’s first year, and with distribution in major retailers such as Walmart and Target, the brand is challenging category leaders such as PepsiCo.’s Gatorade and Coca-Cola’s Powerade.
“We’d love to have our footprint in every country,” Paul told Bloomberg.
The next step will be 48-hour pop-up stores in New York and London this month that will include limited-edition merchandise and contests for $500,000 gold Prime bottles.
Such is the user affinity around Prime that a vibrant aftermarket has developed for empty bottles, and some schools have banned the beverage as a student distraction.
