SUMMARY
- PRIME By Logan Paul x KSI surpassed Gatorade on Instagram.
- PRIME has acquired several athletes and teams as partners and also sold over a billion bottles.
PRIME By Logan Paul x KSI has overtaken Gatorade as Instagram’s most-followed sports drink company. PRIME, which is marketed by Prime Hydration, LLC, possesses a wide range of sports drinks, drink mixes, and energy drinks. It was introduced in January 2022. Gatorade, on the other hand, possesses various other products including sports drinks, nutrition bars, protein drinks, and other sports nutrition products. Gatorade drinks were introduced in 1965.
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PRIME has been involved in several controversies relating to its marketing toward children. It is a proven fact that the drink is unsafe for people under the age of 18. PRIME co-owner and WWE star Paul even opened up about their target market being people over the age of 18.
He told ABC News it is a “heavy claim” to say that their target market is children. “The good thing about social media is there’s data, right? There’s analytics. 90% of my audience is above the age of 18. 93% of Prime’s audience is above the age of 18, according to Instagram’s analytics.”
These claims have not stopped PRIME’s growth. The drinks company has amassed a huge following of 1.9 million followers on Instagram, as of January 2024. On the other hand, Gatorade has 1.3 million followers on Instagram.
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In November, PRIME even sold their 1 billionth bottle. They posted about it on Instagram stating that PRIME was the “fastest-growing beverage in history”.
Logan Paul and KSI acquired NFL star Patrick Mahomes as a PRIME athlete in December 2023
PRIME has joined in partnership with several big names in the sporting industry. When it comes to soccer, they are the partners of Arsenal FC, Bayern Munich FC, and FC Barcelona. PRIME also partners baseball team Los Angeles Dodgers and the biggest MMA promotion, UFC.
When it comes to athletes, PRIME has partnered with soccer stars Erling Haaland and Alisha Lehmann, UFC fighters Israel Adesanya and Alexander Volkanovski, boxers Bud Crawford and Shakur Stevenson, and hockey player Auston Matthews.
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In December 2023, PRIME announced a partnership with their first NFL athlete, Patrick Mahomes. The Kansas City Chiefs quarterback joined Logan Paul and KSI for a photo shoot and advertisement to promote PRIME.
In January 2024, PRIME introduced its latest flavor – Cherry Freeze. The company has received mixed reactions overall for its content and taste. The co-owners, Paul and KSI are also controversial figures, however, their fame has skyrocketed PRIME’s fortunes.
