KSI and Logan Paul’s PRIME has announced its sponsorship of the iconic Diamond Gym, marking the occasion with a special edition Till The Death Athletics bottle.
Here’s what you need to know about this unexpected partnership.
Till The Death Athletics: The Brand
Founder Haddy Abdel is a core part of the Diamond Gym community, and his experiences there inspired him to create Till The Death Athletics.
‘Till the death’ began as a phrase he and his friends would say to show their loyalty.
Soon, it evolved to represent strength and pushing yourself to your limits, with Haddy and his workout buddies yelling the phrase to one another during gym sessions.
“Whenever I was ready to quit, somebody would yell out ‘till the death,” he explained.
“I would immediately remember that my goals and ambitions are far greater than the pain I was feeling at that current moment.
“It pushed me to go a little bit further and push myself harder.”
The story behind Diamond Gym
Diamond Gym is a famous hardcore bodybuilding spot in Maplewood, New Jersey, widely known for its ultra-intense training environment and strong community culture.
Now closely affiliated with the Till The Death Athletics apparel brand, the gym was founded in 1976 by John Kemper, an International Fitness and Bodybuilding Federation judge who also plied his trade as a social worker.
Due to Kemper’s background, he wanted to create an environment that was about far more than just lifting weights and getting strong. Instead, he developed a gym where young people could stay out of trouble and find direction through fitness.
Over the years, Diamond Gym was dubbed “the most dangerous gym in America” because of its old-school training culture.
With heavy weights, classic equipment and strict coaching, workouts push members physically and mentally.
You wouldn’t naturally associate the “most dangerous gym in America” with PRIME. Until now, the brand’s fanbase has largely been made up of younger online generations.
That said, with the recent launch of PRIME Protein, YouTube duo KSI and Logan Paul are clearly trying to age up and appeal to the wider fitness community.
Choosing the legendary Diamond Gym — and Till The Death Athletics — might just be one of their smartest moves yet.
To seal the deal in style, Paul visited the gym for a gruelling workout with Haddy and Unc, otherwise known as SMTHEDON191.
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