Prime, co-founded by KSI and Logan Paul, is soaring to new heights.
According to the company’s website, the business duo released their energy drink company’s first product, Prime Hydration, in 2022. Following the initial drop, it has steadily expanded into more retailers and markets with additional products.
“We’ve been humbled by the process of creating a real brand and surpassing some of the biggest beverage companies in the world,” KSI and Paul wrote in a shared statement, per Prime’s website. “As underdogs, we always cherish the opportunity to show the world what’s possible.”
In a short period, it would seem that KSI and Paul have gone from underdogs to top dogs in the beverage industry. Bloomberg reports that in Prime’s first year it raked in $250 million in sales, and now for 2023 it’s set to surpass $1.2 billion in annual sales.
The feat comes as the company has landed lucrative sponsorships with the Ultimate Fighting Championship (UFC), the MLB’s Los Angeles Dodgers, and England’s Arsenal Football Club. In addition, the brand’s athlete endorsers include Auston Matthews of the NHL’s Toronto Maple Leafs and Alisha Lehmann of Swiss soccer club, Ashton Villa.
“We never expected to be as big as it has become,” KSI told Bloomberg. “I know people who don’t know me or Logan. They just know Prime.”
While Prime has a global reach, KSI and Paul do as well — as of this writing, their combined followers total 40 million on Instagram alone. The outlet notes that the two social media influencers have been highly consistent with promoting their brand at events and across their social media channels. They aim for Prime to be known in every country across the globe.
In November 2023, the duo will host 48-hour pop-up stores in New York, NY, and London, England, for Prime. What’s more, fans can expect giveaways including limited-edition merchandise and $500,000 gold Prime bottles, according to the outlet.
