British Nigerian internet personality and professional boxer KSI’s Prime is projected to hit over $1.2 billion in annual sales. The meteoric rise of the hydration and energy drink brand has been described as the fastest growth for any beverage ever.
“We’ve been humbled by the process of creating a real brand and surpassing some of the biggest beverage companies in the world. As underdogs, we always cherish the opportunity to show the world what’s possible.”Founders statement on Prime’s website
The company’s first product Prime Hydration was released in 2022. The drink was an instant hit with shortages in Europe leading to in-store stampedes, counterfeit products, and exorbitant prices in the resale market. A booming aftermarket for Prime’s candy-coloured bottles has developed and some schools have banned the beverage saying it distracts students.
According to Bloomberg, Prime did $250 million in sales in its first year. The drink is distributed in major retailers such as Walmart and Target and is strongly competing against established brands like PepsiCo.’s Gatorade and Coca-Cola’s Powerade. Prime has sold over 1 billion bottles since its debut.
Prime has profitable sponsorships with the Ultimate Fighting Championship (UFC), the MLB’s Los Angeles Dodgers, and English Premier League club Arsenal. It is endorsed by athletes including Auston Matthews of the NHL’s Toronto Maple Leafs and Swiss soccer star Alisha Lehmann. The brand will host 48-hour pop-up stores in New York and London this month. The events will feature limited-edition merchandise and contests for $500,000 gold Prime bottles.
KSI founded Prime alongside American influencer and professional boxer Logan Paul. The duo turned an online feud into a grossly profitable business venture. They leveraged their combined large social media following to market and promote the brand.
“We never expected to be as big as it has become. I know people who don’t know me or Logan. They just know Prime.”KSI in Bloomberg
KSI has more than 41 million subscribers and 10 billion views across his three YouTube channels. He gained prominence for his gaming commentary videos, primarily focused on FIFA video game series. He is the CEO of Misfits Boxing and co-owner of XIX Vodka, Sidemen Clothing, and Sides, a restaurant chain.