Just a year ago, hydration drink brand PRIME seemed to be everywhere, from store shelves to sports arenas. Backed by two of the internet’s biggest personalities, Logan Paul and KSI, the brand made a massive splash when it launched in 2022.
Riding the hype train with ads, viral videos, and major sports sponsorships, the hydration brand was everywhere. However, now, things appear to have hit a rough patch.
According to data from Circana Food, reported by sports business analyst Darren Rovell, PRIME’s sales have dropped 42% year-over-year compared to the same time in 2024.
Even more surprising? The drop comes despite PRIME dramatically increasing its advertising and partnerships. In the past year alone, PRIME has signed high-profile sponsorship deals with WWE, UFC, Premier League club Arsenal, Spanish giants FC Barcelona, and major athletes like Patrick Mahomes, Aaron Judge, and Erling Haaland.
Furthermore, the brand has also been front and center in Logan Paul’s WWE appearances, with ring-side branding and even themed gear.
The product lineup has continued to expand, too. PRIME has released a variety of new flavors recently, including Cherry Freeze, Glowberry, and a limited-edition KSI flavor. While some of these additions sparked interest online, they haven’t been enough to stop the overall sales slump.
Earlier reports in June also revealed that PRIME’s UK revenue dropped a staggering 70% compared to last year. Despite that, the company still reported a profit of £312,000.
With that being said, it seems like the initial buzz may have worn off, especially among younger consumers who moved on to the next viral trend. Criticism over sugar content in some PRIME products and concerns from schools and health professionals may also have played a role.
Still, PRIME’s name value remains strong, thanks to the massive online followings of Logan Paul and KSI.