Sales of Logan Paul and KSI’s PRIME Nosedive as Popularity Wanes
The hype bubble looks to have burst for KSI and Logan Paul. Sales of PRIME, their once cult-level creation, dropped by more than 70% in the UK last year, according to public filings.
The YouTube duo’s brainchild was previously so in demand that a mini black market formed among teens. Adults literally wrestled for bottles in supermarkets, too, as stock was drip-fed to fans following the 2022 launch.
That buzz train looks to be running out of steam, however, as people’s appetite moderates.
In 2024, PRIME pulled in around £33 million in drink sales across Hydration and Energy — its two main offerings. That was down from £120 million the year prior.
The business did remain profitable across the 12-month period, although it only just kept its nose above the line. Figures show the functional operator generated £312,000 in profit — some 92% less than it posted for 2023.
The company wrote it was entering “a strategic review process to transition from an initial hyper-growth phase to a more sustainable, long-term presence in the market.”
In a post on the brand’s Instagram channel, co-founder Paul still claims PRIME is producing 500 million bottles annually.
That page is followed by 2.5 million people, while Paul and KSI’s combined marketing might surpasses a reach of 100 million.
PRIME also remains partnered with some of the biggest sports clubs and athletes in the world, including Manchester City striker Erling Haaland, Juventus Women’s Alisha Lehmann, and the UFC.
As the drinks became widely accessible and trends moved on, PRIME was destined to drop off the breakneck pace it set right out of the blocks.
Influencer businesses are fickle — building a brand that can stand the test of time takes near-constant care and attention.
Short-term virality fades, and PRIME’s next steps will be crucial if it’s to achieve long-term success.
However, the audience is still very much at the duo’s fingertips — assuming they can regather momentum from this sizeable stumbling block.
The Lawsuits Explained
As if sales fizzling out wasn’t enough, PRIME’s woes were compounded by a series of lawsuits filed against them.
Several of the company’s vendors claimed it failed to meet contractual commitments.
Refresco, a beverage bottling company, tried to sue PRIME for $68 million last year. The claim was based on an alleged breach of contract the year before, in which PRIME had committed to ordering 18.5 million cases annually over three years.
The vendor’s lawyer wrote that sales were “falling well below” expectations, blaming the drop on “fading social media buzz”, amongst other factors.
The case was dismissed on grounds of jurisdiction.
Massachusetts-based importer Agrovana also sued the brand last year. The vendor, which supplies ingredients for the drinks, accused the beverage operator of failing to pay for products ordered in a binding purchase agreement.
“Sometime in early 2024 or thereabouts, sales of PRIME’s drinks sputtered, apparently as a result of normal seasonal fluctuations, of the fading popularity of Paul and KSI, and diminishing effectiveness of its online marketing,” the complaint read.
It went on to allege that PRIME experienced “cash-flow issues” and was “working to secure credit lines to pay the outstanding invoices.”
PRIME denied the complaint and submitted a counterclaim, alleging Agrovana didn’t meet quality standards.
The case is ongoing.
SEE ALSO: Everything You Need To Know About The Prime Hydration Drink
