Quick wins for a faster PC:
Scan for outdated or missing drivers - takes under a minuteDriver Scan →Repair Windows errors before they cause bigger problemsFix Now →PRIME became a high-profile beverage brand by turning Logan Paul and KSI’s existing creator audiences into launch attention, then extending the brand from Hydration into Energy and other formats. Retail expansion and sports partnerships put it in front of people beyond the founders’ channels. Those factors help explain its visibility, but the available reporting does not prove that any one of them caused sales.
How did PRIME Hydration get so much attention?
Logan Paul and KSI launched PRIME Hydration in 2022. PRIME describes them as former rivals who became business partners. Unlike a new drink brand starting with no built-in audience, PRIME could be introduced through two creators who already had large, engaged followings. PRIME’s account of its origins establishes the founders and launch; The Guardian’s 2023 reporting explains how marketers viewed the audience advantage.
Marketing executive Eddie Hammerman told The Guardian that the founders had an opportunity to create a product for their audience rather than simply promote someone else’s. He also described building interest by talking with that audience before the drink arrived in shops. That is a marketer’s interpretation of the strategy, not a controlled finding that establishes why people bought PRIME or how much of its growth came from creator promotion. The Guardian’s account also describes queues, resale activity, school attention, and controversy around the drink. These episodes help explain how PRIME became a subject of conversation, but anecdotes are not national demand figures, and controversy alone does not prove a deliberate marketing plan.
How did the product range expand?
PRIME’s first prominent product was Hydration. In January 2023, the company announced PRIME Energy, a ready-to-drink canned line it called the third product in its portfolio. PRIME’s current US shop lists bottled Hydration, Hydration+ powder sticks, Energy, and Rapid Rehydration, showing how the business has widened beyond its original bottled drink. The current US product collection reflects the offerings listed there; products and availability can differ by market.
Recommended Free Tools
#1 Best Overall
- FUNCTIONAL HYDRATION: PRIME was designed to deliver great-tasting Hydration drinks that fuel every lifestyle. PRIME Hydration contains 2g or less of naturally derived sugars, keeping you refueled without the unnecessary added sugar like other sports drinks.
- PACKED WITH ELECTROLYTES: Coconut water works alongside 835mg of electrolytes, B vitamins, and antioxidants to replenish fluids and key electrolytes like potassium and magnesium lost through sweat, providing the ultimate recovery fuel after workouts, games, late nights, or hot days.
- NO ARTIFICIAL COLORS OR FLAVORS: PRIME Hydration is naturally flavored, gluten-free, caffeine-free, contains no artificial colors and zero added sugars, delivering clean and effective hydration whenever you need it.
- ICONIC FLAVORS, LEGENDARY RECOVERY: With bold, all-natural flavors, PRIME delivers a thirst-quenching boost that turns every flavor into a staple in your beverage rotation. Ice Pop collides sweet cherry, tangy lime, and blue raspberry into a bold frozen blend.
- PRIME HYDRATION: Our iconic flavors are also available in Energy Drinks and Hydration Stick Packs. Explore our full PRIME lineup and discover more at our brand store.
Hydration and Energy are different products
PRIME Hydration is caffeine-free, according to The Guardian’s 2023 description. PRIME Energy is a separate caffeinated product. The company’s January 2023 launch announcement specified 200 mg of caffeine, 300 mg of electrolytes, and 10 calories in each 12-ounce can, and said five flavors were launching. These are launch-announcement specifications for that can size and date, not a guarantee that every market, size, or later formulation is identical. The PRIME Energy announcement gives the original details.
The distinction matters when interpreting the brand: a caffeine figure for Energy does not describe Hydration, and the products should not be treated as interchangeable. The cited sources do not establish that PRIME is healthier, more effective for hydration, or clinically superior to other drinks.
Rank #2
- ZERO SUGAR, LOW CALORIE, LIGHTER TASTE: PRIME ZERO delivers refreshing taste without the sugar. Designed for athletes, performers, and everyday hydration, it's packed with electrolytes and essential nutrients to support your routine
- ELECTROLYTES + B VITAMINS: Each bottle includes 360mg+ electrolytes, vitamins B6 and B12, and antioxidants to help replenish fluids and key electrolytes like potassium and magnesium lost through sweat, providing the ultimate recovery fuel after workouts, games, late nights, or hot days
- NO ARTIFICIAL COLORS, FLAVORS, OR CAFFEINE: Formulated without artificial dyes, colors, or caffeine, PRIME ZERO fits seamlessly into your lifestyle. Made with natural flavors and gluten-free for Hydration that works wherever you do
- ICONIC FLAVORS, LEGENDARY RECOVERY: With bold, all-natural flavors, PRIME delivers a thirst-quenching boost that turns every flavor into a staple in your beverage rotation
- HYDRATION YOU CAN COUNT ON: Whether you're heading to the gym, recovering after practice, or just looking for something cold and flavorful, PRIME ZERO delivers a crisp experience
What did retail and sports partnerships add?
Retail access gave PRIME a route beyond creator channels. GNC said it launched PRIME Energy online and in more than 2,000 stores in January 2023. That figure describes GNC’s launch distribution, not the total number of stores carrying PRIME or a measure of sales. GNC’s announcement documents that rollout.
Sports partnerships added visibility in settings where large audiences gather. Bloomberg’s November 2023 report named UFC, the Los Angeles Dodgers, and Arsenal among PRIME’s sponsorship partners. In March 2024, WWE announced PRIME Hydration as its exclusive official hydration drink partner, including center-ring branding at major events; WWE’s announcement also noted an earlier UFC partnership. Bloomberg’s report and WWE’s partnership announcement describe these arrangements. WWE Chief Content Officer Paul “Triple H” Levesque called what Paul and his team had built “phenomenal” in the announcement; that is a partner’s promotional view, not an independent assessment of the business.
What’s actually slowing this PC down?
Pick the symptom - the matching free tool is one click away.
Rank #3
- FUNCTIONAL HYDRATION: PRIME was designed to deliver great-tasting Hydration drinks that fuel every lifestyle. PRIME Hydration contains 2g or less of naturally derived sugars, keeping you refueled without the unnecessary added sugar like other sports drinks.
- PACKED WITH ELECTROLYTES: Coconut water works alongside 835mg of electrolytes, B vitamins, and antioxidants to replenish fluids and key electrolytes like potassium and magnesium lost through sweat, providing the ultimate recovery fuel after workouts, games, late nights, or hot days.
- NO ARTIFICIAL COLORS OR FLAVORS: PRIME Hydration is naturally flavored, gluten-free, caffeine-free, contains no artificial colors and zero added sugars, delivering clean and effective hydration whenever you need it.
- ICONIC FLAVORS, LEGENDARY RECOVERY: With bold, all-natural flavors, PRIME delivers a thirst-quenching boost that turns every flavor into a staple in your beverage rotation. Future Freeze swirls raspberry, orange, and lime into a futuristic sherbet freeze.
- PRIME HYDRATION: Our iconic flavors are also available in Energy Drinks and Hydration Stick Packs. Explore our full PRIME lineup and discover more at our brand store.
What do the reported sales figures actually show?
Publicly reported figures suggest substantial commercial reach, but they describe different measures and should not be combined into a single claim about profitability or value.
| Figure | What it refers to | Important limit |
|---|---|---|
| US$250 million | PRIME’s reported retail sales in its first year, attributed to the company by The Guardian in July 2023. | Retail sales are not profit, and the report does not establish founder earnings. |
| More than US$1.2 billion | A 2023 sales expectation reported by Bloomberg on November 8, 2023. | It was a forecast, not a confirmed final result or a company valuation. |
| Up to 70% decline | MoneyWeek reported in February 2026 that UK PRIME Hydration sales volumes fell by as much as 70% in 2024. | This is a secondary trade-press claim, not an audited company disclosure; it concerns UK Hydration volumes, not every product or market. |
The figures cover different periods, geographies, and measures. The available reporting does not verify net income, founder ownership percentages, founder earnings, a current company valuation, or a final audited 2023 sales result. The reported UK volume decline is a reminder that launch-era buzz and sustained repeat demand are not the same thing; it does not, by itself, establish the brand’s current performance everywhere.
Rank #4
- FUNCTIONAL HYDRATION: PRIME was designed to deliver great-tasting Hydration drinks that fuel every lifestyle. PRIME Hydration contains 2g or less of naturally derived sugars, keeping you refueled without the unnecessary added sugar like other sports drinks
- PACKED WITH ELECTROLYTES: Coconut water works alongside 835mg of electrolytes, B vitamins, and antioxidants to replenish fluids and key electrolytes like potassium and magnesium lost through sweat, providing recovery fuel after workouts, games, late nights, or hot days
- NO ARTIFICIAL COLORS OR FLAVORS: PRIME Hydration is naturally flavored, gluten-free, caffeine-free, contains no artificial colors and zero added sugars, delivering clean and effective hydration whenever you need it
- ICONIC FLAVORS, LEGENDARY RECOVERY: With bold, all-natural flavors, PRIME delivers a thirst-quenching boost that turns every flavor into a staple in your beverage rotation. Berry Freeze Bold collides blueberry with zesty citrus for a frosty, full freeze
- PRIME HYDRATION: Our iconic flavors are also available in Energy Drinks and Hydration Stick Packs. Explore our full PRIME lineup and discover more at our brand store
Why PRIME became a big name
PRIME’s rise is best understood as several reinforcing forms of reach: an audience that knew the founders before the product launched, a public launch that generated conversation, a growing range of drinks, retail access, and high-profile sports exposure. The sources support that account of how PRIME became visible; they do not isolate the contribution of each factor or prove that attention alone translated into lasting demand.
Quick Recap
Best Value
- FUNCTIONAL HYDRATION: PRIME was designed to deliver great-tasting Hydration drinks that fuel every lifestyle. PRIME Hydration contains 2g or less of naturally derived sugars, keeping you refueled without the unnecessary added sugar like other sports drinks.
- PACKED WITH ELECTROLYTES: Coconut water works alongside 835mg of electrolytes, B vitamins, and antioxidants to replenish fluids and key electrolytes like potassium and magnesium lost through sweat, providing the ultimate recovery fuel after workouts, games, late nights, or hot days.
- NO ARTIFICIAL COLORS OR FLAVORS: PRIME Hydration is naturally flavored, gluten-free, caffeine-free, contains no artificial colors and zero added sugars, delivering clean and effective hydration whenever you need it.
- ICONIC FLAVORS, LEGENDARY RECOVERY: With bold, all-natural flavors, PRIME delivers a thirst-quenching boost that turns every flavor into a staple in your beverage rotation. Cherry Freeze locks crisp red cherries into an icy citrus frost for a frozen kick.
- PRIME HYDRATION: Our iconic flavors are also available in Energy Drinks and Hydration Stick Packs. Explore our full PRIME lineup and discover more at our brand store.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
Do these 3 things before closing this tab:
1Scan for outdated or missing drivers - takes under a minute2Repair Windows errors before they cause bigger problems3Fix the driver behind crashes, sound loss and screen glitches
