Who Owns Prime Hydration? | CoinCodex

 While Logan Paul and KSL are the faces of Prime, the biggest stakeholders are Congo Brands founders Max Clemons and Trey Steiger. Together they hold a significant 60% stake in the company, while Logan Paul and KSL account for the rest, with 20% each.

Launched in early 2022, Prime has quickly become one of the hottest new brands in the beverage industry. The viral sensation was founded as a product line that produces lifestyle sports drinks, drink mixes, and energy drinks geared to their legions of young fans worldwide, with a loyal fan base among athletes, celebrities, and social influencers.

The brand is also known for its association with two top influencers and YouTube stars, Logan Paul and KSl, who own a significant stake in the company and serve as its ambassadors. 

After exploding onto the scene in 2022 with a massive reach of over 40 million followers across all social media, the brand is estimated to have hit over $1.2 billion in sales as of 2023, making it one of the top players in the energy drink market. The brand has also expanded its distribution and sponsorship deals, reaching more customers and fans around the world.

Prime Drink. Image Source: Pinterest

Who owns Prime?

Although Logan Paul and KSI are the celebrity faces of the brand, they are not the sole owners. The Prime brand is owned by Prime Hydration, LLC, a subsidiary of Congo Brands, a product-development firm run by Max Clemons and Trey Steiger, who own a controlling 50% of the brand, while Logan Paul and KSl own 20% each. 

Congo Brands and Founders

Based in Louisville, Kentucky, Congo Brands was launched in 2017 by high school friends turned business partners Max Clemons and Trey Steiger. The two had previous success creating an outdoor gear company called Congo Outdoor. In launching Congo Brands, they aimed to leverage their expertise in manufacturing, distribution, and marketing to build new consumer brands.

Their first brand under Congo Brands was Corkcicle, a popular water bottle company known for its stylish and unique designs. The company grew quickly thanks to the trend of high-end use of reusable water bottles and the use of social media and influencer marketing.

This success of Corkcicle validated Clemons and Steiger’s business strategy, making them recognize the power of partnering with digital influencers and celebrities to build awareness and demand for their products.

This gave them the idea to launch a beverage brand (Prime) in 2021, collaborating with internet stars Logan Paul and KSI. While Clemons and Steiger handle the actual development, manufacturing, and operations of Prime Hydration, the influencers deliver their fame, follower base, and marketing power. This partnership, however, allowed Prime to generate huge hype across several social media.

Logan Paul and KSI

Logan Paul and KSl. Image Source: Pinterest

Logan Paul and KSI are YouTube stars who became friends after competing in a boxing match in 2018 and 2020. Although they are not the owners of Prime, their relentless promotion, combined with over 40 million subscribers and followers, was essential in creating the viral success of the brand.

Paul and KSI also forged promotional partnerships with major sports leagues and teams, including UFC, Arsenal F.C., FC Barcelona, and the L.A. Dodgers. These high-profile sponsorships brought Prime mainstream visibility and credibility as a sports drink brand.

Thanks to their nonstop influencer marketing strategies, the brand broke into the mainstream beverage market quickly and also achieved a level of hype that is rarely experienced for new drink brands.

Logan Paul and KSl officially Partnering with Arsenal, Image Source: Pinterest

The bottom line: Prime is primarily owned by Congo Brands

As majority shareholders, Clemons and Steiger maintain full control and decision-making power at the company as Chairman and CEO, respectively.

Logan Paul and KSI function more as investors and brand ambassadors, providing marketing to their legions of fans in exchange for minority ownership stakes.

If you’re interested in exploring the net worth of these Influencers or you want to learn more about the ownership structures of other major corporations or brands, check out our articles on entertainment giants Lionsgate and Paramount.