Logan Paul and KSI’s joint business venture, PRIME Hydration, has been insanely successful in its first year of launch. The energy drink brought to fans by the YouTubers remains sold out even a year after its launch. In fact, the demand for the beverage is so high that resellers are flipping six-packs for over $300.
Amidst this triumph though, questions have been raised about exactly how much Logan Paul and his business partner, KSI, contributed to the success of the UFC’s official sports drink. Furthermore, many accused Logan and JJ of lying about their status as the founders of PRIME, claiming that the pair did not start the company from the ground up.
“I remember thinking, “Prime is so cool.’ You’re in your prime, you’re primed up. Short and sweet, PRIME. It sticks out,” said Logan Paul about the moment that he thought of the name for his new company. Despite Logan Paul’s reservations about it, the business model of PRIME often leads to confusion about the real owners and founders of the company. So who are the real owners of PRIME?
Does Logan Paul really own PRIME?
Contrary to popular belief, YouTubers Logan Paul and KSI are not the sole owners of PRIME. Kentucky-based firm, Congo Brands oversees the distribution and day-to-day operations of the Gatorade rival. Co-owners of Congo Brands, Max Clemons, and Troy Steiger are also listed as owners of PRIME on their LinkedIn profiles.
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The Congo Brands website describes Clemons and Steiger’s role in PRIME as well as how the company functions under Congo Brands. 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.” According to this, despite the oversight, Logan Paul’s company functions as its own brand.
This move by Logan Paul and KSI is actually quite shrewd on their part. Letting experts handle the distribution and logistics side frees them up to do what they’re good at. Namely, marketing and promotion, things both Paul and JJ are extremely proficient at. However, Logan Paul getting irritated when someone questions the legitimacy of his claims of finding PRIME is only natural.