When YouTube superstars KSI and Logan Paul announced they were launching a joint business venture in 2022, most were left shell-shocked.
The pair endured a heated and prolonged feud between 2018-2019, which saw them twice face-off inside the boxing ring, with Brit KSI coming out on top.
Ever since then, communication had seemingly been quiet, until the pair revealed they were launching their own hydration drink back in January 2022.
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Since then 'Prime fever' has swept across the world, with people of all ages chasing to secure a bottle of one of the many different flavours.
How much has Prime made so far?
Speaking during their recent appearances in Australia, Paul told The Kyle and Jackie O Show: ''In year one we cleared $250 million (£204 million) in retail sales and $110 million (£89 million) gross internally.''
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''In January of this year we did $45million (£36 million),'' he further added.
Who has Prime worked with so far?
With an ever-growing portfolio of stars, Prime have snapped up recent deals with Arsenal, Bayern Munich, Barcelona and the UFC.
They've recently recruited duo Erling Haaland and Alisha Lehmann too, which shows just how much pulling the power the duo can boast.
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How did they do it?
An instant success it seems, Prime was even being sold in some retailers with additional hikes as a high as 150% this year, as many looked to cash in on it's popularity.
''We definitely cracked the code. We hit a few really important things that are a staple marketing ploy of this generation,'' Paul said.
Has Prime faced any controversy?
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Striving to beat their competitors in regards to sugar content, Paul and KSI have often used brands such as Powerade to compare their product too.
However, having released an energy drink version earlier this year, sales of the hydration beverage were banned in the Netherlands, Denmark and New Zealand due to its high caffeine content.
Coupled with the fact that the drink is aimed at a younger audience, it would not surprise us if further counties follow suit.
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Topics: KSI, Logan Paul
Matthew Holt