The influencer-fueled drink that once dominated TikTok and school cafeterias across the globe is hitting a serious wall. Logan Paul and KSI’s billion-dollar beverage brand Prime Hydration — once hailed as the ultimate Gen Z drink — is now facing a massive decline in sales, legal battles, and the harsh reality of staying relevant once the viral buzz fades.
From Viral Gold to Business Breakdown
Let’s rewind.
It wasn’t long ago that Logan Paul, YouTube sensation turned wrestler, and his one-time boxing rival KSI teamed up to launch Prime — a sports and energy drink that exploded onto shelves in early 2022.
Backed by a dream team of social media clout, meme-worthy marketing, and rabid fan energy, Prime was an overnight sensation.
- Kids were reselling it on playgrounds.
- Supermarkets couldn’t keep it in stock.
- Limited-edition flavors created social media frenzies.
- In 2023, Prime reportedly raked in over $1.2 billion globally.
But in 2025? The hype train may have derailed.
🚨 UK Sales Take a Devastating 70% Hit
According to financial filings obtained by The Times, Prime’s UK revenue crashed from £112 million in 2023 to just £33 million in 2024 — a staggering 70% drop. Even worse? Profits dipped 92%, plummeting to just £312,000.
That’s not a dip — that’s a free fall.
In response, Prime admitted that the brand’s “hyper-growth phase is over,” signaling a massive strategic pivot. The company says it now plans to focus on becoming a “sustainable, long-term player” in the beverage industry.
Translation: the viral buzz is gone, and now the real grind begins.
📉 U.S. Sales Also in Trouble
It’s not just the UK feeling the burnout. According to a Numerator report cited by Business Insider, U.S. sales dropped 40% in the first half of 2024 — outpacing the general decline in the sports and energy drink market.
Why the sharp fall?
- Fewer new customers
- Lower purchase frequency
- Less spending per transaction
The kids may have officially moved on.
💥 Legal Trouble Brews: Two Major Lawsuits Filed
And just when it couldn’t get worse — it did.
1. Refresco Sues for $68 Million
Prime’s bottling partner, Refresco, hit them with a $68 million lawsuit, claiming breach of contract. According to the suit:
- Prime promised to order 18.5 million cases/year
- Actual orders fell “well below” that
- Refresco blamed “fading social media buzz” and lawsuits for the drop
The case was dismissed on jurisdictional grounds, but the damage to Prime’s reputation was already done.
2. Ingredient Supplier Agrovana Joins the Fight
In another blow, ingredient supplier Agrovana accused Prime of failing to pay for products it agreed to purchase.
The lawsuit claimed:
- Prime had “cash-flow issues”
- The company was “scrambling for credit”
- Agrovana demanded compensation
Prime, however, denied the allegations and filed a counterclaim, accusing Agrovana of delivering subpar ingredients. That legal battle is still ongoing.
⚠️ From Hype to Hard Truth: Is Prime Running on Empty?
Prime was a textbook influencer success story: two viral stars, a booming fanbase, and meme-worthy marketing. But keeping a billion-dollar business afloat requires more than good vibes and limited-edition flavors.
Analysts now wonder: Does Prime have staying power without Logan and KSI constantly pumping it on social media?
Many influencer-backed products — from fashion brands like Something Navy to snack ventures like Feastables — burn hot and fade fast. Without constant viral fuel, these businesses often crash back to Earth.
Where Does Prime Go From Here?
To survive the next phase, Prime must:
✅ Shift from influencer hype to mass-market credibility
✅ Win back retail loyalty and customer trust
✅ Innovate beyond flashy collabs
✅ Navigate growing regulatory pressure and health scrutiny
With Logan and KSI’s influence, anything’s possible — but the cracks are showing.
💬 Have you noticed Prime disappearing from shelves near you? Did the hype fade too fast? Drop your thoughts below!
📲 For more on celebrity ventures gone wrong and influencer brands under fire, keep it locked to The Pop Radar (TPR)!
