Prime Hydration and Energy drinks

Prime is a line of sports drinks, drink mixes, and energy drinks created and promoted by Prime Hydration, LLC. It was launched in 2022 by high-profile social media personalities Logan Paul and KSI (Olajide Olatunji). The brand experienced explosive growth due to its founders' massive digital reach, positioning itself as a competitor to established giants like Gatorade and BodyArmor.

While the brand is headquartered in the United States, its manufacturing is decentralized. Prime utilizes various contract manufacturers to meet demand across different continents. Most canned and bottled products sold in North America are produced in the United States, while products in European markets are typically manufactured in the United Kingdom or neighboring EU countries to streamline logistics and comply with local regulations.

The brand's ownership is managed through a partnership with Congo Brands. Although Paul and KSI are the faces of the company and significant shareholders, the operational and strategic infrastructure is provided by this Louisville-based developer. This collaboration has allowed Prime to scale rapidly across global retail chains.