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See all ads on AdLibrary →PRIME Hydration was co-founded by YouTubers Logan Paul and KSI and announced on January 4, 2022, with product available from June 2022. The brand achieved $250 million in retail sales in its first year and $1.2 billion in 2023 — a scale that took Gatorade decades. The launch strategy was a masterclass in creator-economy brand building: the founders' combined 60+ million YouTube subscribers provided an instant, passionate consumer base before traditional retail distribution was even established. Sports sponsorships followed — UFC, Arsenal, Barcelona, Bayern Munich — extending the brand's credibility beyond internet culture. Peak momentum has since cooled, with projected 2025 revenue around $300 million, illustrating both the power and volatility of hype-dependent brand strategies. Also searched as PRIME.
