Startups

Logan Paul, KSI & PRIME: Turning Influence into a Consumer Brand

Reyansh Oswal

01 Feb 2026 — 1 min read

For years, influencers were seen as entertainers, not serious business builders. Logan Paul and KSI (Olajide “JJ” Olatunji) changed that perception by proving one powerful idea: attention, when paired with product-market fit, can build a global brand. That idea became PRIME Hydration.

Both Logan and KSI understood something most brands missed. Gen Z doesn’t want advertisements; they want authenticity. Instead of licensing their names to an existing product, they co-created PRIME with a clear purpose—a hydration drink made for modern athletes, gamers, and creators. The product promised low sugar, bold flavors, and clean branding, aligning perfectly with their audience.

What truly separated PRIME from traditional celebrity brands was distribution strategy. Rather than relying only on online hype, PRIME aggressively entered physical retail stores like Walmart, Target, and major supermarkets. Scarcity played a crucial role. Limited availability created long queues, resale markets, and viral demand, turning PRIME into a cultural phenomenon rather than just a beverage.

Marketing was not outsourced—it was built into their daily content. Logan Paul and KSI didn’t “promote” PRIME; they lived it. From boxing press conferences to YouTube vlogs and live events, PRIME was organically visible. This seamless integration made the brand feel natural, not forced.

Behind the scenes, PRIME was run with real operational discipline. Experienced executives handled supply chains, compliance, and retail partnerships, ensuring the brand could scale beyond internet fame. This balance of creator-led marketing and professional execution allowed PRIME to move from trend to business.

Today, PRIME stands as a case study in creator-led consumer brands. It shows that influence alone isn’t enough—but when combined with product quality, smart distribution, and cultural relevance, it can redefine entire industries. Logan Paul and KSI didn’t just sell a drink. They sold belonging, energy, and identity to a new generation of consumers.

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