BOXING rivals-turned-business partners KSI and Logan Paul have taken the world by storm with their Prime hydration drink.
The pair, who twice fought each other with the first ending in a draw and KSI winning the rematch, launched the company in 2022.
And it has become somewhat of a sensation across the globe, especially in the US and UK.
According to Dealroom.co, Prime already has an estimated worth of £18million but the pair believe it can gross billions in the future.
But how did it get to this position?
Well, KSI and Paul are not strictly the brains behind the business, as revealed by The Sun on Sunday.
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That is actually down to publicity-shy American duo Trey Steiger and Max Clemons, who own the firm that created the drink.
The pair, both in their twenties, met at school in Louisville, Kentucky, and now control a drinks empire experts say is set to produce ten million bottles a year, making more than £85m.
They own company Congo Brands, which in turn owns Prime Hydration in the US and in the UK.
Creators Trey and Max set up the Prime brand in early 2022, recruiting KSI and Paul, and using a similar business model they first employed four years ago for gym supplement Alani.
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But Companies House accounts show neither control Prime Hydration UK — owned by its US parent, which in turn comes under the umbrella of Trey and Max’s Congo Brands.
KSI, 29, and Paul, 27, believed to have ownership in Prime, have done an amazing job in promoting the brand.
In the UK, it was exclusive to Asda, before Aldi also produced limited stock.
They are also a sponsor of Arsenal, with bottles available at the Emirates on matchday.
The high demand and limited distribution of Prime has caused chaos around the nation.
Footage has shown riots in Asda stores when new stock has arrived while other smaller stockists have sold it at castly inflated prices.
One particular shop in Wakefield – called Wakey Wines – has infuriated KSI for selling rare cans for a whopping £100.
He fumed on talkSPORT: “There’s a guy called ‘Wakey Wines’ and I don’t know if it’s a joke or not, but either way it’s terrible practice.
“People want to try these drinks and they have not got the chance to try the drinks.
“They see me promote it and I know a lot of people are inspired by me and interested in the things that I promote… so when people saw that I was promoting Prime they wanted to try it.
“But, now you have people who are bulk buying and selling it for stupid prices and taking advantage of the hype and I hate it.”
Despite the major success of Prime – not even in its first year yet – KSI revealed neither him or Paul have earned a penny.
Responding to re-sells, KSI tweeted: “This annoys me so much.
“We’re trying so hard to increase the supply as much as possible to try and combat the black market selling.
“Me and Logan ain’t made any money from Prime. It’s all going back into the business to increase the supply. We’re trying people.”
Looking ahead, Prime are set to debut a range of new flavours in 2023.
Blue Raspberry, Lemon Lime, Tropical Punch, Strawberry Watermelon and Orange Mango are set to hit the shelves.
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The brand has confirmed the drinks, which are currently out in the US, will be reaching the UK in April.
KSI and Paul are hoping to keep the thirst for Prime going as they enter their second year in business.
Source: Boxing - thesun.co.uk
