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Prime: a YouTuber expert explains how Logan Paul and KSI’s drink became so popular

By Hantian Zhang, Senior Lecturer in Media, Sheffield Hallam University

YouTubers Logan Paul and KSI released their drinks brand, Prime Hydration, in January 2022. One year on, Paul said the drink had generated US$250 million (£209 million) in retail sales worldwide, with US$45 million of that in January 2023 alone.

In the UK, there have been purchase waves across the country, with stores constantly selling out of restocks. The popularity…

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