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Logan Paul & KSI's Prime Disaster

The shocking partnership between former boxing rivals Logan Paul and KSI seemed like the ultimate redemption story - two YouTubers turning their billion-subscriber fanbase into a beverage empire that would challenge industry giants. What started as Prime Hydration's meteoric rise, with fans literally fighting in stores over limited releases, quickly transformed into one of the most spectacular business collapses in influencer history. Behind the scenes, the real masterminds weren't the YouTube stars at all, but two young entrepreneurs from Kentucky who saw an opportunity to weaponize controversy and social media reach. From Logan Paul's desperate attempt to rebuild his reputation after major scandals to KSI's boxing success, the perfect storm of talent, controversy, and massive audience seemed unstoppable in the crowded beverage market. But when you build an empire on hype and influencer marketing alone, the foundation proves shakier than anyone expected. This is the untold story of how Prime's billion-dollar dreams came crashing down, revealing the dark side of influencer-driven business ventures and why their downfall was not just inevitable, but completely deserved. This video chronicles the rise and fall of Prime Hydration, a beverage company founded by former boxing rivals Logan Paul and KSI. What started as a promising prime business model quickly faced challenges, including a prime drink lawsuit and products being sold at a steep discount. This deep dive explores the beverage business decisions that led to its downfall, offering a case study in business failure stories. 0:00 – Prime’s Rise-and-Fall Setup: Rivalry to “Downfall” 0:33 – The Real Architects: Congo Brands (Max Clemens & Trey Steiger) 1:00 – Why Logan Paul + KSI Was the Perfect Marketing Storm 1:22 – Artificial Scarcity & UK Launch Mania (Resale Up to $1,200) 1:55 – Big Partnerships & Explosive Sales Growth (Arsenal, UFC, Super Bowl) 2:18 – “$1.2B in 2023”: Peak Hype and the Billionth Bottle Moment 2:50 – Prime Energy Launch: The Turning Point 2:55 – Caffeine Controversy: 200mg, Kids, and Health Warnings 3:26 – Senator Schumer Calls for FDA Investigation (July 2023) 4:04 – International Bans/Recalls & School Crackdowns 4:33 – Safety Incidents & KSI’s Defiant Response to School Bans 4:57 – Oslo Promo Event Chaos: Fans Hurt, Brand Optics Collapse 5:19 – Lawsuits Begin: “Forever Chemicals” Claims (Aug 2023) 5:40 – Gordon Ramsay’s Brutal Review (0/10) 6:00 – Experts Predict the Hype Won’t Last 6:23 – 2024 Collapse: UK Sales Crash & Clearance-Bin Discounts 6:49 – Financial Freefall: UK Profits and Turnover Implode 7:23 – US Sales Slide: Fewer Repeat Buyers, Slower New Customers 7:48 – Supply Chain Revolt: Refresco’s $67.7M Lawsuit (Aug 2024) 8:15 – Expansion Backfires: Lunchly Launch with MrBeast (Sep 2024) 8:47 – Lunchly Scandals: Mold, Lead/Phthalates Concerns, “Not Healthier” Claims 9:06 – More Legal Trouble: USOC Trademark Suit & Caffeine Mislabeling Lawsuit 9:30 – Sponsorship Losses: Arsenal Moves On (Coca-Cola Replaces Prime) 9:49 – Industry Verdict: “You Can’t Cheat the Fundamentals” 10:16 – The Numbers: From $1.2B Peak to ~$300M Projections (2025) 10:57 – Strategic Review: Admitting the Hypergrowth Phase Ended 11:13 – Prime Ice Relaunch & Manufacturing Flex (But Brand Problem Remains) 11:38 – The Lesson: Limits of Influencer Marketing and Manufactured Hype 12:04 – “Deserved Downfall”: Exploiting Kids, Regulators, and Partners 12:38 – Big Market, Real Winners: Trust, Quality, and Consistency 13:03 – Why Prime Will Be a Business-School Case Study 13:13 – Final Image: Clearance-Bin Prime as the Real Ending 1. Mashed - The Downfall Of Logan Paul And KSI's PRIME Drink Explained https://www.mashed.com/2001318/downfa... 2. Tubefilter - After 42% year-over-year sales decline, is PRIME out of its prime? https://www.tubefilter.com/2025/07/22... 3. City AM - Prime: Logan Paul and KSI's energy drink runs out of juice https://www.cityam.com/prime-logan-pa... 4. Wikipedia - Prime (drink) https://en.wikipedia.org/wiki/Prime(d...) 5. Marketer Gems - The Rise and Fall of Prime https://www.marketergems.com/p/prime-...