Ever since PRIME Hydration launched in January of 2022, the drink has flown off the shelf with Logan Paul and KSI barely able to meet the growing demand. The two have been synonymous with the brand, their online personas being key in the marketing of the drink. But are the YouTubers really the owners of PRIME?
As it turns out, Logan Paul and KSI are not the sole owners of PRIME. While it is true that Paul and his business partner, KSI founded PRIME, they separately own only 20% of the company. However, they do endorse and promote the brand as theirs.
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The brand description on the company’s website says, “Prime was founded by 2 social media mega stars, Logan Paul and KSI. They’ve built their following over the last decade on social media and have millions of fans all around the world.” This just confirms that despite building PRIME themselves, Logan Paul and KSI do not own the brand.
However, the two influencers, with their insane reach and popularity, have been largely responsible for the brand’s success so far. Several brands tried to capitalize on PRIME’s unbridled success with many even putting up disparaging reviews.
Who really owns Logan Paul and KSI’s brand, PRIME?
The company that owns a majority of PRIME while also overseeing operations is the Kentucky-based, Congo Brands. Max Clemons and Troy Steiger co-own Congo Brands. The pair are also listed as the owners of Prime Hydration on LinkedIn. Clemons, who is the CEO of Congo Brands is also the founder and owner of 3D Energy Drinks.
Several privately-owned companies comprise Congo Brand. Each brand under it is treated as an independent company. The Kentucky-based company offers a lot of services including but not limited to product development, supply chain and logistics, branding, and merchandising. In order to keep up with a world with technology at its core, the company has also begun offering talent management services.
The company’s main goal, as stated on its website is, “to create synergies between the independent brands they’ve[Clemons and Streiger] co-founded over the years.” However, that also applies to all companies under the Congo portfolio.
As for companies outside the ownership of the two founders, the website says, “Brands in the Congo portfolio may have ownership beyond Trey and Max, however, they do provide key insights into the operations of each brand.”
It seems the YouTube boxing rivals-turned-business partners have put the logistical and operations side of the business to Congo while they manage the promotion and branding. Whether this works out in the long term remains to be seen. But currently, no one can argue against the success of PRIME hydration.
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