Prime, a popular range of sports drinks, energy drinks, and drink mixes, was created and marketed by Prime Hydration, LLC. It was founded and promoted by internet personalities Logan Paul and Olajide "KSI" Olatunji, who are well- known social media influencers and former boxing rivals turned business partners
. The original concept for Prime was brought to Logan Paul and KSI by Congo Brands founders Max Clemons and Trey Steiger, who hold a majority ownership stake (60%) in the company. While Paul and KSI serve as the public faces and brand ambassadors, Congo Brands manages the manufacturing, distribution, and key business decisions
. Prime Hydration was officially launched on January 4, 2022, with a live Instagram announcement. The brand quickly gained massive popularity, driven by the combined social media followings of Logan Paul and KSI, leading to high demand and significant sales growth. Prime achieved $250 million in retail sales in its first year and $1.2 billion in 2023
. In summary, Prime was made by a partnership between social media influencers Logan Paul and KSI, with Congo Brands playing a crucial role behind the scenes in ownership and operations
