Quick Facts: Prime Hydration (PRIME)
| Co-Founders / Co-Owners | Logan Paul & KSI (Olajide Olatunji) |
| Ownership Type | Private |
| Brand Launched | January 2022 |
| Distribution Partner | Congo Brands |
| Headquarters | United States |
| Products | Hydration drinks, energy drinks |
| Publicly Traded | No |
Who Owns Prime Drink?
PRIME (commonly known as Prime Drink or Prime Hydration) is co-owned by two of the world’s most prominent social-media personalities: Logan Paul and KSI (born Olajide Olayinka Williams Olatunji). The brand launched in January 2022 and quickly became a global phenomenon, generating reported revenues of over $250 million in its first year alone. Prime Hydration LLC is a privately held company with no publicly traded shares. The distribution and operational backbone is provided through Congo Brands, a beverage incubator based in the United States run by Trey Steele and Max Clemons.
About Logan Paul and KSI
Logan Paul is an American content creator, actor, and professional boxer from Westlake, Ohio. He amassed hundreds of millions of social-media followers across YouTube and other platforms before co-founding Prime. KSI is a British rapper, boxer, and YouTuber who built an enormous following in the UK and globally. The two were once internet rivals before becoming business partners, and their combined audiences of hundreds of millions of followers gave Prime an unparalleled marketing megaphone at launch. Their equal co-ownership of the brand reflects both their shared creative investment and equal business partnership.
Key Ownership Highlights
- Prime Hydration launched in January 2022 and became one of the fastest-growing beverage brands in history, selling out in stores within hours of shelf placement.
- The brand secured high-profile sponsorship deals, including with UFC, Arsenal FC, and various college sports programs.
- Congo Brands handles distribution and operations, while Logan Paul and KSI serve as the public faces and co-owners of the brand equity.
- Prime expanded beyond hydration drinks into energy drinks and other product lines, sold through major retailers including Walmart, Target, and Costco.
- The brand is privately held and has not disclosed plans for a public offering.
Frequently Asked Questions
Who owns Prime Drink?
Prime Drink (Prime Hydration) is co-owned by Logan Paul and KSI. Both co-founders hold equal ownership in the brand, which they launched together in January 2022.
Is Prime Drink publicly traded?
No. Prime Hydration is a privately held company and does not trade on any stock exchange.
What is Congo Brands’ role in Prime?
Congo Brands is the distribution and operations partner for Prime. They handle logistics, manufacturing coordination, and retail distribution, while Logan Paul and KSI co-own and front the brand.
How successful is Prime Drink?
Prime generated over $250 million in revenue in its first year (2022) and continued strong growth, becoming one of the most successful influencer-led consumer brands in history.
