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I Started A Drink Company With KSI

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Two former boxing rivals just became business partners in the sports drink aisle.

Logan Paul and KSI spent the better part of three years trying to knock each other out. On January 4, 2022, they stood side by side on Instagram Live to announce something neither camp saw coming: a joint beverage company called Prime Hydration. The reveal doubled as the centerpiece of Paul’s YouTube video “I Started A Drink Company With KSI,” which laid out exactly how two men who once traded punches in the ring ended up splitting equity in a Gatorade competitor.

• Paul and KSI fought twice — a majority draw in 2018 and a split-decision win for KSI in 2019 — before announcing Prime Hydration together on January 4, 2022.
• Prime’s five launch flavors are built around 10% coconut water, electrolytes, B vitamins and BCAAs, with low calories and zero added sugar.
• The drink launched at Walmart, Target, Kroger, Ralphs and CVS, plus direct-to-consumer sales at drinkprime.com, with a UK rollout planned for later in 2022.

From the Ring to the Retail Shelf

The Paul-KSI rivalry was one of the defining storylines of YouTube’s crossover-boxing era. Their first fight, an amateur bout in Manchester in 2018, ended in a majority draw that satisfied no one and set up a rematch. The 2019 sequel in Los Angeles went KSI’s way by split decision, and the two spent years afterward sniping at each other online, each with tens of millions of subscribers watching the beef play out in real time. That history is exactly why the Instagram Live announcement landed as such a swerve — two men whose entire public dynamic was built on antagonism were suddenly finishing each other’s sentences about coconut water content.

Paul framed the partnership as a deliberate reset in his video, walking viewers through how a shared interest in the beverage space turned former opponents into co-founders. The pitch wasn’t just nostalgia bait for fans who remembered the build-up to two pay-per-views — it was a real product with a real distribution plan, aimed squarely at the shelf space occupied by Gatorade and Powerade.

Analysis of Product Bottle Ingredients

Prime Hydration launched with five flavors, each formulated around 10% coconut water, added electrolytes, B vitamins and BCAAs. The founders emphasized low calorie counts and zero added sugar, positioning the drink as a “better-for-you” functional beverage rather than a straight energy drink or a sugar-heavy sports drink. That framing matters in a category where Gatorade and Powerade have dominated for decades largely on distribution muscle rather than nutritional differentiation.

“After years of heated rivalry, we’re humbled & honored to bring you Prime Hydration.”

That line, posted alongside the launch, doubled as both a marketing hook and an acknowledgment of just how unlikely the pairing looked to anyone who’d watched the two trade insults for three years.

The Distribution Play

Prime didn’t launch as a DTC-only novelty. At the start of January 2022, Paul and KSI confirmed the drink would hit shelves at Walmart, Target, Kroger, Ralphs and CVS, with direct online sales running through drinkprime.com. That kind of big-box footprint out of the gate is rare for a creator-founded brand and signals retailers were betting on the combined reach of two of the platform’s biggest names to move product fast. The pair also announced plans to expand into the United Kingdom later in 2022, extending the brand beyond the U.S. market where both built their YouTube followings.

For readers who track how internet fame keeps spilling into unexpected ventures, the Prime launch sits alongside other creator pivots covered on the Celebrity beat, where online beefs and brand launches increasingly blur together.

Burying a Real Rivalry

What makes Prime Hydration notable isn’t just the product spec sheet — it’s the optics of two men who once needed a boxing ring and a judges’ scorecard to settle their differences now needing a supply chain and a flavor lineup instead. Feuds like theirs rarely get a clean resolution; usually they just fade. Paul and KSI chose to end theirs with a press release and a Walmart end-cap, which is its own kind of statement for anyone who’s followed how quickly online rivalries can flip into partnerships once the money math works.

Prime hit shelves in early January with five flavors already stocked at Walmart and Target. The next marker to watch is the promised UK launch later in 2022 — the real test of whether a drink born out of a settled boxing grudge can hold shelf space once the novelty of “Logan and KSI made up” wears off.