Prime (drink)

Prime Hydration, LLC, styled “PRIME”, is an American brand of sports drinks, energy drinks, drink mixes and protein shakes owned by Congo LLC and Internet personalities Logan Paul and Olajide "KSI" Olatunji, who also promote the beverages. Prime Hydration, the sports drink, was announced in January 2022, and became available in limited numbers from June 2022. The drink then became more widely available in late 2022 and early 2023, and was followed by massive social media hype, causing limited availability in stores. Prime Hydration+ Sticks later followed, as well as Prime Energy cans. Sponsorship deals later followed with Arsenal F.C., FC Barcelona, Ultimate Fighting Championship and WWE, which have included limited edition bottle designs. Prime Protein was announced in January 2026. As of June 2025, Prime Hydration has significantly declined in popularity since its 2023 heyday, with the Prime Energy cans completely discontinued in some markets. In July 2026, Prime entered administration in Australia, citing that they had only $85,000 in cash left with over millions in debt. The drink remains popular mainly in the United States and Canada (Walmart and CVS), and the United Kingdom (Asda and TGJones).