It’s only been around for a year or so, but the Prime Hydration empire seems to be developing a pretty firm foundation. The company was launched by Logan Paul and KSI — two former YouTube stars who traded a mic and camera for a pair of boxing gloves.
The company has reportedly surpassed a quarter-billion dollars in sales and is now the official sports beverage of the UFC. Other major brands, including GNC, are also on board as corporate partners.
The path to prominence
If you’ve been following the respective careers of Paul and KSI, you might remember when they talked a lot of trash about each other while drumming up publicity for their boxing events. At some point, however, they decided that they could accomplish more as allies than enemies and they developed a game plan for Prime Hydration.
A prominent statement on the company’s website makes it clear: “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.”
Is it more than just hype?
While the enemies-turned-allies narrative is intriguing, and the nearly 100 million followers they have across their social media channels offer a huge potential customer base, the big question remains: Is Prime Hydration any good?
Well, early indicators suggest that many folks think it’s at least worth consideration. Stores across the United States and the United Kingdom have struggled to keep products in stock as swarms of customers rush to purchase inventory as soon as it hits the shelves.
That doesn’t necessarily equate to long-term success, of course, but well over a million followers on Instagram are helping spread the word. Plus, its range of flavors is convincing loyal fans of bigger brands like Gatorade to give Prime Hydration a closer look.