Prime Hydration, the drink brand launched by Logan Paul and KSI, is embroiled in significant legal troubles. The company faces scrutiny for unauthorized use of Olympic names and is dealing with safety complaints. These issues have led to several lawsuits and investigations by regulatory bodies, which could result in hefty fines and increased operational costs.

Additionally, Prime is contending with supply chain disruptions and recalls due to quality control problems, further straining its financial resources. The legal battles and ongoing controversies not only jeopardize Prime’s reputation but also threaten its market position. With potential damage to brand trust and consumer confidence, Prime’s long-term success and profitability are at risk. The compounded impact of these issues could undermine the brand’s growth, hinder its ability to secure future partnerships and diminish its competitive edge in the crowded beverage market.

In this article, we’ll look at what’s causing these problems and why they matter not only for the future of Prime Hydration but for any business that is serious about protecting its brand.

Prime Hydration was launched in 2022 by internet celebrities Logan Paul and KSI, leveraging their massive social media followings to rapidly build brand recognition. The drink's initial success was fueled by an aggressive marketing strategy that capitalized on the duo’s combined audience of over 50 million followers across platforms like Instagram, YouTube, and Twitter.

In just a few months, Prime Hydration became a sensation, generating significant buzz and sales through viral content and influencer endorsements. The brand quickly became one of the top sports drink brands on social media, creating a frenzy around its limited-edition flavors and exclusive collaborations.

Prime’s launch saw a dramatic surge in sales, with the brand’s visibility peaking in high-profile events and partnerships. For instance, Prime became the official sports drink sponsor for major sporting events and secured placements in prominent retail chains. This rapid ascension caught the attention of both consumers and competitors, positioning Prime as a formidable player in the competitive beverage market.

To make Prime even more exciting, the brand teamed up with well-known sports groups like Arsenal Football Club and the UFC. These partnerships helped make Prime seem exclusive and trendy.

Even though Prime Hydration was a hit at first, it has faced some problems. There are claims that some of the drinks have harmful chemicals and too much caffeine. These issues, along with less excitement from fans, have caused people to worry about the brand’s future.

Because of these problems, Prime Hydration is under a lot of examination. This has affected the brand’s image and made people question what will happen next.

The lawsuit, filed in Colorado, highlights several problematic instances of this trademark infringement. For instance, Prime’s marketing campaigns included references like the “Team USA Kevin Durant Drink” and the “Kevin Durant Olympic Prime Drink,” which directly linked the beverage to Olympic athletes and events.

The inclusion of NBA star Kevin Durant, who is a prominent figure in international sports, further exacerbated the issue. The USOPC argues that these references were designed to exploit the Olympic brand's reputation and prestige, leveraging the Olympic name to boost Prime’s market appeal and sales.

The USOPC, which helps Team USA athletes by licensing its special logos and names, is worried that using these terms without permission could confuse people and hurt its reputation. The USOPC’s lawyers contacted Prime in July, telling them to stop using these terms. However, according to the lawsuit, Prime kept selling the drink and didn’t remove the ads from social media.

As the lawsuit goes on, the USOPC wants Prime to pay for all the money they made from using the terms and any damage caused to their sponsorship deals.

Prime Hydration is facing more than just the trademark lawsuit. The brand is also entangled in several other legal issues.

Prime Hydration is under fire for allegedly containing dangerous ingredients. One class action lawsuit claims that Prime Hydration drinks include harmful PFAS chemicals. PFAS, known as "forever chemicals," have been linked to various health problems. The lawsuit alleges that Prime did not disclose these chemicals, misleading consumers about the safety of its products.

Another class action lawsuit targets Prime Energy drinks for containing excessively high caffeine levels. The lawsuit argues that Prime marketed these drinks as safe for children, which is concerning given the high caffeine content. Although a judge recently dismissed one case, plaintiffs can amend their complaint.

Prime Hydration is also facing trademark infringement claims from other companies. Bacarella claims Prime’s products are too similar to its own. Hi-Tech Pharmaceuticals makes a similar claim, alleging consumer confusion with its Prime Nutrition products.

Refresco Beverages has sued Prime and its parent company for allegedly breaching a contract by not meeting the minimum bottle order after Prime’s sales dropped in 2023.

None of the group lawsuits against Prime have been resolved yet. People are asking for money because they believe the company tricked them with false advertising and sold products that don’t work right.

As Prime Hydration faces mounting legal challenges over its use of Olympic-related terms, the importance of robust trademark protection becomes strikingly clear. The USOPC’s lawsuit against Prime underscores why trademarks are essential for any business aiming to secure its brand’s identity and market value.

Without strong trademarks, your unique branding elements—like your logo, name, and slogan—are vulnerable to misuse by others, risking not only legal trouble but also your reputation and revenue.

Imagine dedicating time and resources to build a compelling brand that resonates with your audience, only to have another entity exploit your hard work for their gain. This is not just a financial loss; it’s about protecting the very essence of what makes your business stand out.

Effective trademarking safeguards your brand’s integrity, ensuring that no one else can leverage your success and market position. In a landscape where brand reputation is a key asset, securing your trademarks is not just an option—it’s a necessity for sustaining your competitive edge and long-term success.

Prime Hydration’s ongoing lawsuit with the U.S. Olympic and Paralympic Committee (USOPC) illustrates the high stakes of brand protection. The USOPC alleges that Prime misused Olympic-related terms like “OLYMPIC” and “TEAM USA” without authorization. Should Prime lose, they face not only substantial financial penalties but also the necessity to overhaul their advertising strategies, which could tarnish their brand image.

The fallout from this case extends beyond immediate financial costs. A significant legal defeat could damage Prime’s reputation, jeopardizing their partnerships and altering customer perceptions. More broadly, the outcome might deter other brands from using Olympic trademarks, influencing industry practices and standards.

This situation highlights a critical lesson for all businesses: securing and protecting your brand through trademarks is essential. Effective trademarking not only prevents costly legal battles but also preserves the distinctiveness and value of your brand. For any business looking to safeguard its identity and future, consulting on trademarks and brand protection is not just advisable—it’s imperative.

If you need advice on trademarking, consider booking a call with Trademark Factory^®. We can help you develop a strategy to protect your brand.