Prime (drink) explained

Prime
Logo Alt:Prime's logo
Image Alt:Various flavors of Prime Hydration
Type:Sports drink, drink mix, energy drink
Manufacturer:Prime Hydration, LLC
Distributor:Congo Brands
Website:US Website
UK Website

Prime (stylized in all caps) is a range of sports drinks, drink mixes, and energy drinks created and marketed by Prime Hydration, LLC. The range is promoted and founded by YouTubers and internet personalities Logan Paul and Olajide "KSI" Olatunji. The announcement and the release of the product in 2022 was followed by a social media hype associated with these social media personalities, who have tens of millions of followers combined. It was also promoted through mainstream sports sponsorship deals.

Prime Hydration produces a variety of energy drinks, sports drinks, and drink mixes containing varying levels of caffeine, electrolytes, and added micronutrients. Prime Energy drinks have generated controversy due to their marketing campaign, which has been criticized for targeting children and adolescents, in conjunction with their high concentration of caffeine. Several countries, jurisdictions, and primary and secondary schools have banned or restricted the drink due to its caffeine content exceeding legal limits, or otherwise being deemed unsafe for children.

Products

Prime Hydration, LLC is affiliated with Congo Brands, co-owned by American businessmen Max Clemons and Trey Steiger.[1] In the United Kingdom, where the product was launched in June 2022,[2] [3] it was originally shipped from the United States, and is now manufactured by Refresco.[4]

The Prime labeling is used on energy drinks, sports drinks, and drink mixes.[5] The sports drinks, described by the manufacturer as "hydration drinks",[6] are made up of 10 percent coconut water and contain electrolytes, B vitamins and BCAAs.[7] The manufacturers state that this version of the product contains no added sugar, is caffeine-free, and has around 20 calories per bottle. It is sweetened with acesulfame potassium and sucralose, like many other sugar-free drinks.[8] Prime Hydration flavors include: Blue Raspberry, Glowberry (Sour Apple Berry), Grape and Orange, Ice Pop, Lemon Lime, Lemonade, Meta Moon, Orange Mango, Tropical Punch.[9] [10]

The energy drink, which was launched in 2023,[11] contains 200 mg of caffeine and shares several flavors with its sports drink counterpart.[12] The company also produces Prime Hydration+ Sticks which have released special flavors in collaboration with the Dodgers baseball team,[13] and with FC Bayern Munich.[14] There are other limited edition bottles such as the Ice Pop Prime Card Misfits bottles, Lemonade Venice Beach and Lemonade Piñata Colada.[15]

Reception

On January 4, 2022, YouTubers KSI and Logan Paul,[16] with collectively more than 40 million YouTube subscribers and millions of followers on other platforms,[17] [18] announced on a live Instagram feed that they had founded a new drinks company known as Prime Hydration.[19] Their involvement led to a social media hype around the product, which was followed by demand from school-age children, particularly teenage boys.[20] [21] According to the Evening Standard, the surge in demand caused high prices among online resellers,[22] including an eBay listing offering twelve bottles for £400.[23] Sky News reported that the release of the drink sparked "chaotic scenes" at Asda and Aldi supermarkets in the United Kingdom.[24] [25] A Financial Times article conveyed a London teacher's account of how children who only possessed used Prime bottles, filled with water, were "catapulted to higher status among their peers".

Mary McCarthy of The Independent, commenting on the way Prime was being marketed through social media, suggested that KSI and Logan Paul had undue influence on the product's main market—young boys—and that "cold, calculating big business" was working with individuals whose attitude towards women was questionable, and whose output was often misogynistic, aimed at boys "waiting to be told what to think".[26]

Gordon Ramsay reviewed the drink on Heart radio, describing it as "like swallowing perfume", and giving it 0/10.[27] Boxer Chris Eubank Jr also tried the drink saying "It's very sweet, I mean it says it's naturally flavoured. It doesn't taste bad, but it's not a natural flavour of drink".[28]

Regulatory approval and legal status

Prime Energy has been banned in New Zealand. The drink has also been banned in schools in many countries, including some in Australia, Canada,[29] South Africa, the United Kingdom and the United States.[30]

Australia

Several Australian schools have instituted bans on Prime energy drinks, as a health risk to students due to its high caffeine levels. ABC News noted that the Food Standards Australia New Zealand legal limit for caffeine was 32 mg per 100 ml, while Prime contains around 56 mg per 100 ml. A sports dietician, who described the drink as an "addictive substance" went on to state that "giving a dose of caffeine to young children who've got … developing cognitive function is not a wise idea". ABC noted that the drink, on sale in Woolworths stores, carried a disclaimer stating that the drink "is not suitable for children under the age of 15, pregnant or breastfeeding women, and should only be used under medical or dietetic supervision".[31]

In March 2023, several schools in Queensland, Victoria[32] and Western Australia banned the drink.[33] In April, several New South Wales schools followed.[34]

In April 2023, a store in Perth controversially allowed the sale of Prime Energy to minors.[35]

Bosnia and Herzegovina

On November 30, 2023, the Federal Sanitary Inspection of the Federation of Bosnia and Herzegovina prohibited the import of 1,596 pieces of Prime Ice Pop Hydration due to laboratory tests showing that some specific ingredients could have a harmful effect on human health.[36]

Canada

On July 12, 2023, Health Canada issued a recall on various caffeinated and non-bilingual labeled drinks, including Prime.[37] This decision came after many complaints of the high volume of caffeine in the product, which exceeds the maximum 180mg allowed in Canada. Furthermore, food products sold in Canada must have bilingual (English and French) packaging as both languages are official languages in Canada.[38]

Denmark

In Denmark, some retailers had begun parallel importing Prime beverages before an official launch of the product in the country.[39] This led to newsbreaks as the parallel imported goods were not compliant with Danish regulations, due to the energy drink's caffeine concentration exceeded the approved limit. The Danish Veterinary and Food Administration announced that it advised five retailers to pull the parallel imported product.[40]

In June 2023, Prime launched officially in the country, kicking off in Salling Group supermarkets and Circle K convenience stores.[41] For the product to be compliant and distributed in the country, the Prime Hydration product had been modified to not contain vitamin A, and the Prime Energy drinks were not subject to sale, as they contained the excessive amounts of caffeine.[42]

After some time the hype died out, and in March 2024 retailers started to give away the drink for free, to try and clear out their inventory [43]

Netherlands

On August 8, 2023, the Netherlands banned the sale of Prime due to its high caffeine content.[44]

New Zealand

In New Zealand, it is illegal to sell the Prime Energy drink as it contains 579 mg of caffeine per litre, which is above the legal limit of 320 mg. Police Minister Ginny Andersen warned that businesses selling the product can face fines up to NZ$100,000.

The drink was previously available on retail website Trade Me, but listings were removed following enquiries by media company Stuff.[45]

Norway

In Norway, sales of both the Energy and Hydration variants were initially banned in 2023, but were both sold by import shops online or purchased from Sweden and then resold by consumers until authorities halted such sales in May 2023. Prime Hydration was initially barred from sales due to levels of vitamin A being above national regulations. In July 2023, a European variant was launched that adhered to European and Norwegian consumer standards and regulations. Prime Energy remained banned from sales as it contains 579 mg of caffeine per litre, which is above the Norwegian legal limit of 320 mg, but in 2024 a variant with reduced caffeine content became available in Norwegian stores.[46]

The brand and drink sparked controversy in June 2023, when creators Logan Paul and KSI visited Oslo as part of their European tour promoting the upcoming launch of the drink. The promotional event, which gathered more than 2000 fans and was heavily advertised in social media, was criticized for the lack of security and organization, which led to 70 people needing medical attention due to heat and crowding.[47]

Slovenia

On November 13, 2023, the Inspection by the Administration of Food Safety, Veterinary Medicine and Plant Protection of the Republic of Slovenia banned the sale of Prime energy drinks in Slovenia as they contain L-theanine, which is not allowed in non-alcoholic beverages. Prime Hydration may be freely sold.[48]

South Africa

In South Africa, The National Association of School Governing Bodies has called for the complete ban of Prime Hydration in schools and urging the government to investigate the drink to evaluate if it's responsible for behavioral changes in children.[49]

Across South Africa, schools have begun banning the drink due to health concerns over the high caffeine content.[50]

United States

On July 9, 2023, Senator Chuck Schumer urged the US Food and Drug Administration to investigate Prime due to its high caffeine content, and that it uses unclear marketing that targets young people which leads to their parents purchasing a "cauldron of caffeine" for them.[51] [52]

PFAS lawsuit

In late April 2024, Logan Paul disclosed that Prime Hydration contained per- and polyfluoroalkyl substances (PFAS),[53] organofluorine synthetic compounds linked to various health risks when consumed excessively, including hormonal disruptions, immune system impairment, developmental delays, reproductive harm, increased risk of hypercholesterolemia and diabetes, and the development of certain cancers.[54]

In August 2023, the Milberg law firm filed a lawsuit against Prime Hydration in the Northern District of California. Independent chemical analyses revealed harmful PFAS levels in several Prime flavors, notably the grape variant. Elizabeth Castillo, a California resident and plaintiff in the lawsuit, stated that the undisclosed presence of PFAS would have influenced her decision not to purchase Prime, seeking US$5 million in damages.[55]

Paul clarified that PFAS were not listed ingredients but were detected in the product, suggesting possible contamination during manufacturing. He emphasized Prime Hydration’s compliance with Title 21 of the Code of Federal Regulations, which prohibits adulterated or misbranded consumables in the United States and its territories, to ensure consumer safety.

Paul challenged Castillo’s claims, arguing that Prime contained only 0.06 parts per trillion (ppt) of PFAS, citing the United States Environmental Protection Agency's (EPA) standards, which deem measurements below 1.1 ppt unreliable due to detection limitations. Castillo and the Milberg law firm countered, asserting adherence to industry standards for PFAS detection in their independent testing, while also noting that Prime’s PFAS levels exceeded the EPA’s recommended lifetime health advisory by threefold.

Latvia

In 2024, the Food and Veterinary Service of Latvia suspended imports of the drink into the country as a result of discrepancies between the Latvian language label and the original English language label. It ordered the company to immediately address its compliance with labelling regulations.[56] The agency had already banned the sale of the drink to minors due to its high caffeine content.[57]

Advertising and publicity

Prime was the sponsor for Timmy Hill's number 13 MBM Motorsports car for one race in the NASCAR Xfinity Series.[58] In their official statement they said it meant they have "access to talent and footballers which they do leverage in some of their marketing". In July 2022, Premier League club Arsenal announced a joint marketing agreement with the company, with Prime becoming the official sports drink supplier for the club.[59] [60] [61] In 2023, KSI had plans to make an Arsenal-flavored bottle if they were to win the Premier League.[62] However, after a loss to Nottingham Forest, which led to rivals Manchester City winning the Premier League, the flavor was shelved and plans were cancelled.[63]

In January 2023, the Ultimate Fighting Championship announced a joint marketing agreement with the company, with Prime becoming the official sports drink supplier for the mixed martial arts promotion company.[64] [65] Prime signed several athletes to sponsorships, including Alex Volkanovski, Israel Adesanya, Patrick Mahomes, Alisha Lehmann, and Erling Haaland.[66] [67] In February, Prime was promoted in a Super Bowl LVII commercial.[68] In the summer of the same year, FC Barcelona and FC Bayern Munich signed a sponsorship agreement with Prime.[69] [70] In November, Toronto Maple Leafs player Auston Matthews signed a sponsorship agreement.[71]

In February 2024, NASCAR champion and Hendrick Motorsports driver Kyle Larson signed a sponsorship agreement with Prime.[72]

In February 2024, Borussia Dortmund signed a sponsorship agreement with Prime.[73]

For April Fools' Day in 2024, Paul announced a partnership with KFC to introduce a Kentucky Fried Chicken flavor.[74]

In April 2024, Prime became the first center-ring mat sponsor of WWE, for which Paul performs, when it was revealed during the March 8, 2024, episode of SmackDown. Since WrestleMania XL, it sponsors all of WWE's premium live events.[75] [76] Since WrestleMania XL, a stand with a Prime bottle prop at ringside (dubbed the "Hydration Station") has been used during episodes of Raw and SmackDown (in addition to the livestreaming events).[77] [78]

On July 19, 2024, the U.S. Olympic and Paralympic Committee filed a legal case against the brand for infringing the Olympics copyrights while the drink was being advertised.[79] The lawsuit, filed in Colorado, accuses Prime of using trademarked Olympic phrases and symbols on a special edition of its drink featuring basketball star and three-time Olympic gold medallist Kevin Durant.[80]

On August 14, 2024, Juventus signed a sponsorship agreement with Prime.[81]

In popular culture

In the 2023 South Park television special "Not Suitable for Children," the energy drink Cred becomes a popular trend among children. The drink is a parody of Prime, mimicking its bottle design.[82]

See also

Notes and References

  1. Web site: Sommerlad . Joe . Who actually owns Prime energy drinks? . The Independent . January 11, 2023 . en . January 1, 2023 . January 5, 2023 . https://web.archive.org/web/20230105170323/https://www.independent.co.uk/life-style/prime-hydration-energy-drink-logan-paul-ksi-b2254247.html . live.
  2. News: Butler . Sarah . October 28, 2022 . Prime market: YouTube star Logan Paul's £2 energy drink listed on eBay for £10k . en-GB . The Guardian . April 23, 2023 . 0261-3077.
  3. Web site: Louis . Nathan . June 17, 2022 . KSI returning to Watford today to launch drink with Logan Paul . April 23, 2023 . . en.
  4. Web site: Butler . Sarah . Prime market: YouTube star Logan Paul's £2 energy drink listed on eBay for £10k . The Guardian . January 11, 2023 . en . October 28, 2022 . January 11, 2023 . https://web.archive.org/web/20230111154508/https://www.theguardian.com/business/2022/oct/28/ksi-and-logan-paul-aim-to-take-on-coca-cola-and-pepsi-with-new-energy-drink . live.
  5. Web site: PRIME By Logan Paul x KSI.. PRIME. January 19, 2023. January 17, 2023. https://web.archive.org/web/20230117025018/https://drinkprime.com/. live.
  6. Web site: Ross . Alex . March 4, 2023 . School in Bristol bans Prime drink over what's inside the bottles . Bristol World . . March 31, 2023 . March 31, 2023 . https://web.archive.org/web/20230331121207/https://www.bristolworld.com/education/school-in-bristol-bans-prime-drink-over-whats-inside-the-bottles-4050840 . live.
  7. Web site: Joe. Sommerlad. What is Prime energy drink and why is everyone so obsessed with it?. December 31, 2022. The Independent. https://web.archive.org/web/20230101221018/https://www.independent.co.uk/life-style/prime-energy-drink-ksi-what-b2253966.html. January 1, 2023. January 4, 2023. live.
  8. Web site: DeLaire . Megan . What to know about Prime Hydration, the expensive sports drink hyped on social media . CTVNews . Bell Media . January 4, 2023 . en . December 21, 2022 . January 4, 2023 . https://web.archive.org/web/20230104185053/https://www.ctvnews.ca/health/what-to-know-about-prime-hydration-the-expensive-sports-drink-hyped-on-social-media-1.6204316 . live.
  9. Web site: Prime makes Glowberry hydration flavor official with unique bottle design . Dexerto. August 28, 2023.
  10. Web site: KSI reveals limited edition Prime Hydration flavor exclusive to the UK - Dexerto . Dexerto . February 14, 2023 . "Launching on February 17, the new Mango flavor will be available exclusively through a Prime x KSI bundle on the official UK store page.".
  11. Web site: Claire. Reid. New Prime Energy drink unveiled that's coming to the UK very soon. January 4, 2023. LADbible. https://web.archive.org/web/20230105071935/https://www.ladbible.com/news/prime-energy-drink-coming-to-uk-004176-20230104. January 5, 2023. January 12, 2023. live.
  12. Web site: Wilson . Bee . 'Logan Paul reveals new Ice Pop Prime Energy flavor' . Dexerto . May 30, 2023 . May 31, 2023 . May 30, 2023 . https://web.archive.org/web/20230530214055/https://www.dexerto.com/entertainment/ice-pop-prime-energy-flavor-logan-paul-revealed-2161230/ . live.
  13. News: March 31, 2023 . Logan Paul and KSI's PRIME Becomes Dodgers' Official Sports Drink . HYPEBEAST.
  14. News: FC Bayern Munich announces PRIME Hydration as official isotonic partner . FC Bayern.
  15. News: Robson . Shay . December 6, 2023 . Prime reveals new limited-edition Piñata Colada flavor to celebrate Mexico launch . Dexerto.
  16. News: Jacobs . Emma . March 11, 2023 . The playground Prime craze is a lesson in modern marketing . Financial Times . live . March 30, 2023 . https://web.archive.org/web/20230330144747/https://www.ft.com/content/4e9c33f2-deeb-4dbe-a296-3cf44bb2c5de . March 30, 2023.
  17. Web site: Ng . Kate . April 28, 2023 . It tastes foul. It's impossible to buy. But Prime has become a playground obsession . April 30, 2023 . The Independent . en . The wild popularity of Prime can be credited to KSI and Paul. KSI, a British rapper and boxer whose real name is Olajide Olayinka Williams Olatunji, has 24.1 million subscribers on YouTube, 11.1 million followers on TikTok and 12.7 million followers on Instagram. Meanwhile, YouTuber-turned-boxer Paul boasts 23.6 million subscribers on the video-sharing platform and 25.5 million followers on Instagram. Combined, these two men wield influence over nearly 100 million followers – more than the population of Vietnam..
  18. Web site: Manish. Pandey. Prime drink: How KSI and Logan Paul made it so popular. January 27, 2023. BBC News. https://web.archive.org/web/20230129194703/https://www.bbc.com/news/newsbeat-64145389. January 29, 2023. January 30, 2023. live.
  19. News: Courtney . W . January 5, 2022 . KSI & Logan Paul Team Up To Launch New Drink Company 'Prime' . live . https://web.archive.org/web/20220105201447/https://grmdaily.com/ksi-logan-paul-drink-launched/ . January 5, 2022 . January 5, 2022 . . en-GB.
  20. Web site: Harling . Danielle . March 15, 2023 . What Parents Should Know About The Energy Drink Being Banned In Some Schools . March 30, 2023 . Delish . en-us . March 30, 2023 . https://web.archive.org/web/20230330204017/https://www.delish.com/food-news/a43325583/prime-energy-drink/ . live.
  21. Web site: February 28, 2023 . Becker . Ben . Investigates: Kids and teenagers thirsty for Prime Energy drink amid health concerns . March 30, 2023 . Action News Jax (WJAX-TV/WFOX-TV) . en . March 30, 2023 . https://web.archive.org/web/20230330204020/https://www.actionnewsjax.com/news/local/investigates-kids-teenagers-thirsty-prime-energy-drink-amid-health-concerns/W6LCIOY4MFF67B5PS2GLYZXVGQ/ . live.
  22. Web site: Bulbul . Nuray . Morris . Seren . February 23, 2023 . What is Prime drink and why is it so expensive? . March 30, 2023 . Evening Standard . en . March 30, 2023 . https://web.archive.org/web/20230330143838/https://www.standard.co.uk/news/uk/prime-energy-drink-asda-aldi-expensive-wakey-wines-logan-paul-ksi-b1050816.html . live.
  23. Web site: Becca. Monaghan. Bottles of KSI and Logan Paul's Prime drink are being sold on eBay for £400. October 20, 2022. Indy100. https://web.archive.org/web/20221022010711/https://www.indy100.com/celebrities/ksi-logan-paul-prime-ebay. October 22, 2022. January 4, 2023. live.
  24. Web site: Prime Hydration: Chaos in Aldi supermarkets after brief sale of new drink promoted by YouTubers. December 30, 2022. Sky News. https://web.archive.org/web/20221231185407/https://news.sky.com/story/prime-hydration-chaos-in-aldi-supermarkets-after-brief-sale-of-new-drink-promoted-by-youtubers-12776700. December 31, 2022. January 5, 2023. live.
  25. Web site: Partridge . Joanna . Customers queue at Aldi at dawn for YouTubers' Prime Hydration drink . The Guardian . January 11, 2023 . en . December 29, 2022 . January 11, 2023 . https://web.archive.org/web/20230111162541/https://www.theguardian.com/media/2022/dec/29/aldi-youtubers-prime-hydration-drink-ksi-logan-paul-queue . live.
  26. Web site: Mary. McCarthy. The three reasons I loathe everything about Prime energy drinks. January 3, 2023. The Independent. https://web.archive.org/web/20230105084949/https://www.independent.co.uk/voices/logan-paul-prime-energy-drink-ksi-b2255251.html. January 5, 2023. January 5, 2023. live.
  27. Web site: Charisa. Bossinakis. Gordon Ramsay tried KSI and Logan Paul's Prime energy drink and gave it a savage review. January 12, 2023. LADbible. https://web.archive.org/web/20230112072338/https://www.ladbible.com/entertainment/gordon-ramsay-rips-into-ksi-and-logan-pauls-prime-energy-drink-267256-20230112. January 12, 2023. January 12, 2023. live.
  28. Web site: KSI's Prime Hydration: Is It Worth the Hype?. January 13, 2023. Men's Health. https://web.archive.org/web/20230113165336/https://www.menshealth.com/uk/nutrition/a42475803/ksis-prime-hydration-review/. January 13, 2023. January 15, 2023. live.
  29. News: Island school bans sports drink surging in popularity among kids. CBC . April 3, 2023 . May 19, 2023.
  30. Web site: SA schools join international counterparts in banning PRIME drink. May 19, 2023.
  31. News: Prime energy drink sold by KSI and Logan Paul banned from Australian schools . March 29, 2023 . ABC News . March 28, 2023 . March 29, 2023 . https://web.archive.org/web/20230329145716/https://www.abc.net.au/news/2023-03-29/prime-logan-paul-ksi-drink-australian-schools-ban/102154550 . live.
  32. News: Perillo . Sarah . O’Brien . Susie . Schools move to ban Prime energy drink . heraldsun . March 29, 2023 . May 19, 2023.
  33. News: Whelan . Chloe . 'Dangerous': Schools ban cult energy drink . news . March 29, 2023 . May 19, 2023.
  34. Web site: PRIME hydration drinks' hype running dry at NSW schools. Rebecca. Riddle. April 20, 2023.
  35. Web site: Shop owner selling controversial Prime energy drink 'not worried' about children buying it. amp.nine.com.au.
  36. Web site: Inspekcija zabranila uvoz napitka Prime Ice Pop u BiH. November 30, 2023. November 30, 2023. bs. S.M.. Klix.ba.
  37. Web site: Government of Canada . Health Canada . July 12, 2023 . Various brands of caffeinated drinks recalled - Recalls, advisories and safety alerts – Canada.ca . July 13, 2023 . recalls-rappels.canada.ca.
  38. Web site: Government of Canada . Canadian Food Inspection Agency . July 6, 2022 . Bilingual food labelling . July 13, 2023 . inspection.canada.ca.
  39. Web site: Nygaard . Laura Rode . April 25, 2023 . Børn gik amok, og politiet måtte tilkaldes: Derfor er Prime-energidrikke så rasende populære . June 17, 2023 . www.bt.dk . da.
  40. Web site: May 2, 2023 . Sale of popular Prime energy drink 'not legal' in Denmark . May 2, 2023 . The Local.
  41. Web site: Stack3d . June 3, 2023 . Conaxess Trade bringing Prime Hydration to Denmark and Norway . June 17, 2023 . Stack3d . en.
  42. Web site: May 31, 2023 . Prime kommer til Danmark i særlig form - TV 2 . June 17, 2023 . nyheder.tv2.dk . da-DK.
  43. Web site: March 7, 2024 . Now they are giving them away . March 7, 2024 . Ekstra Bladet.
  44. Web site: August 8, 2023 . Drankje van influencers mag niet meer verkocht worden in Nederland . August 8, 2023 . NOS Jeugdjournaal.
  45. Web site: Trade Me pulls listings for influencer Logan Paul's Prime energy drink . June 10, 2023 . June 13, 2023.
  46. Web site: July 7, 2023 . Hva inneholder Prime? . April 8, 2024 . TV2.
  47. Web site: June 27, 2023 . Flere besvimte da Logan Paul og KSI gjestet Oslo . April 8, 2024 . TV2.
  48. News: Inšpekcija prepovedala prodajo pijače Prime zaradi nedovoljene sestavine . sl . Inspection Bans Sale of Prime Because of an Unauthorised Ingredient . Delo.si . November 13, 2023.
  49. Web site: May 14, 2023 . SA schools join international counterparts in banning PRIME drink .
  50. Web site: Ramalepe . Phumi . Prime mania among school kids - govt asked to intervene . May 20, 2023 . News24.
  51. Web site: Schumer calls for FDA probe into caffeine content of PRIME energy drinks . July 9, 2023 . USA TODAY . en-US.
  52. Web site: July 9, 2023 . Prime energy drink peddled by Logan Paul, KSI is danger to kids: Sen. Schumer . July 9, 2023 . New York Daily News.
  53. Web site: Limehouse . Jonathan . 'Zero evidence': Logan Paul responds to claims of Prime drinks containing PFAS . . May 10, 2024 . April 24, 2024.
  54. Web site: PFAS - Information for Clinicians . . United States Department of Health and Human Services, Centers for Disease Control and Prevention, Agency for Toxic Substances and Disease Registry . May 10, 2024.
  55. Web site: Eckert . Brian . PFAS in Prime Hydration Grape Sports Drink Draws Milberg Lawsuit . . May 10, 2024 . August 7, 2023.
  56. Web site: 2024-07-12 . ПВС приостанавливает продажу безалкогольного напитка Prime, экспортируемого из Великобритании и США . 2024-07-26 . Grani.LV . ru.
  57. Web site: January 21, 2016 . Latvia bans energy drink sales to minors . 2024-07-26 . . en.
  58. News: Sam . Gutelle . May 23, 2022 . Logan Paul and KSI are getting some Prime advertising space on the NASCAR circuit . live . https://web.archive.org/web/20220728172222/https://www.tubefilter.com/2022/05/23/logan-paul-ksi-prime-hydration-brand-nascar-car-timmy-hill/ . July 28, 2022 . July 28, 2022 . Tubefilter . en-US.
  59. Web site: FC Barcelona signs partnership with isotonic drinks brand PRIME. July 1, 2023.
  60. Web site: Arsenal partners with PRIME hydration drink. July 27, 2022.
  61. Web site: O'Brien . Sean . July 28, 2022 . DRINK IT IN Arsenal team up with Logan Paul and KSI – who was 'sick' of being a Gunners fan in 2019 – as YouTube boxer celebrates 'childhood dream' with hydration deal . live . https://web.archive.org/web/20220728152159/https://talksport.com/football/1159238/arsenal-logan-paul-ksi-twitter-prime-drink/ . July 28, 2022 . January 10, 2023 . Talksport.
  62. Web site: May 9, 2023 . Fans react as KSI promises to release special PRIME bottle if Arsenal win title . May 21, 2023 . talkSPORT . en-US.
  63. Web site: Weber . Tom . May 20, 2023 . PRIME bottlers: KSI's Arsenal drink shelved after Man City title win . May 21, 2023 . FootballTransfers .
  64. Web site: February 2, 2023 . Logan Paul and KSI laugh at Pimblett after signing Prime x UFC deal despite previous rivalry . live . https://web.archive.org/web/20230204145628/https://talksport.com/sport/mma/1320943/logan-paul-ksi-paddy-pimblett-prime-ufc-deal/ . February 4, 2023 . February 4, 2023.
  65. Web site: January 31, 2023 . UFC ANNOUNCES GLOBAL MARKETING PARTNERSHIP WITH LOGAN PAUL AND KSI FOR THEIR PRIME BEVERAGE BRAND | UFC . live . https://web.archive.org/web/20230204145625/https://www.ufc.com/news/ufc-announces-global-marketing-partnership-logan-paul-and-ksi-their-prime-beverage-brand . February 4, 2023 . February 4, 2023 . www.ufc.com.
  66. Web site: Logan Paul and KSI's PRIME Announces Patrick Mahomes as Its Newest Athlete. December 18, 2023.
  67. Web site: Logan Paul's PRIME Signs Israel Adesanya and Alex Volkanovski As First Official Athletes. June 5, 2023.
  68. Web site: Graham . Megan . February 12, 2023 . YouTube Stars Run Ad for Sports Drink Prime . live . https://web.archive.org/web/20230213050237/https://www.wsj.com/livecoverage/super-bowl-2023-chiefs-eagles/card/youtube-stars-run-ad-for-sports-drink-prime-lyPx8UuENobZEe3NzkrT . February 13, 2023 . February 13, 2023 . WSJ . en.
  69. Web site: FC Barcelona Set To Sign Deal With Prime Energy Drink: Reports. June 24, 2023. Forbes.
  70. Web site: August 10, 2023 . FC Bayern Munich announces PRIME Hydration as official isotonic partner . FC Bayern Munich - Official Website . Today, FC Bayern Munich announced its partnership with Logan Paul and KSI’s popular beverage brand, PRIME. Founded by the YouTube stars in 2022, PRIME’s flagship product, Hydration, a sports drink alternative, will be the official isotonic partner for the club of 33-time German champions..
  71. Web site: TSN ca Staff . November 1, 2023 . Toronto Maple Leafs centre Auston Matthews signs endorsement deal with Prime sports drink . February 10, 2024 . TSN . en-CA . "During an appearance in Toronto this past weekend, the World Wrestling Entertainment-contracted Paul hinted that they had signed a Leafs player. 'We may have just signed someone from the Toronto Maple Leafs to Prime," Paul told fans at Yonge-Dundas Square. "I can't say who it is yet, but be on the lookout because we got another big signing.'".
  72. Web site: February 14, 2024 . Kyle Larson signs endorsement deal with Logan Paul and KSI's Prime sports drink brand .
  73. Web site: February 21, 2024 . BVB and PRIME announce partnership .
  74. Paul . Logan .
  75. Web site: March 8, 2024 . WWE® & PRIME HYDRATION STRIKE RECORD-SETTING GLOBAL PARTNERSHIP FEATURING FIRST-EVER RING MAT BRANDING . March 9, 2024 . WWE.
  76. Web site: Barrasso . Justin . March 9, 2024 . WWE Partners with Logan Paul’s PRIME, Will Have Logo On Ring Mat . March 9, 2024 . Sports Illustrated.
  77. Web site: Scherer . Dave . SOMEONE REALLY DOESN’T LIKE JEY USO, MAKING USE OF THE PRIME STATION, ILJA-GUNTHER AND MORE . . July 5, 2024 . May 20, 2024 . So, WWE has the Prime "Hydration Station" ring side now. Yes, it's a big ad for Logan and his business. But is it just a prop for props sake (or plunder for advertising purposes), or is it something that can (or should) be used for its named purpose? Wouldn't the ad be even better for Prime if someone needed to actually get a drink? I'm thinking especially at the Saudi show or this summer outdoors in Cleveland. And how well are the wrestlers hydrating and is there a time during a match when if they needed to get something that they would be able to?.
  78. Web site: Pulido . Luis . WWE WrestleMania XL Night Two (4/7/2024) Results: Roman Reigns vs Cody Rhodes, Bayley vs Iyo Sky . Fightful . July 5, 2024 . April 7, 2024 . Reigns hit Rhodes with a giant PRIME bottle from the PRIME Hydration Station before they headed to the crowd area..
  79. News: Angela Yang . 2024-07-21 . U.S. Olympic Committee hits Logan Paul's drink brand with trademark infringement suit . 2024-07-22 . NBC News . en.
  80. Web site: 2024-07-21 . Prime drinks company sued in trademark case by US Olympic committee . 2024-07-22 . BBC News . en-GB.
  81. Web site: August 14, 2024 . JUVENTUS ANNOUNCES PARTNERSHIP WITH PRIME! .
  82. Web site: 'Not suitable' special from 'South Park' spoofs online influencers, Logan Paul and more. Snider. Mike. USA Today. December 20, 2023. December 22, 2023.

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