--- title: Kids can’t get enough of this influencer sports drink - The Hustle description: Boxers Logan Paul and KSI teamed up on a sports drink so in demand that resellers are hawking it at a high market. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/903901278-HS-News-Brief_2023-02-28T004230.914Z.webp --- # Kids can’t get enough of this influencer sports drink ![Juliet Bennett Rylah](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/author/juliet-bennett-rylah) [Juliet Bennett Rylah Twitter profile ](https://twitter.com/JBRylah) Published: February 28, 2023 Updated: October 11, 2023 One sports drink is so in demand that teens are charging each other to pose with empty bottles. ![Kids can’t get enough of this influencer sports drink](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/903901278-HS-News-Brief_2023-02-28T004230.914Z.webp?width=595&height=400&name=903901278-HS-News-Brief_2023-02-28T004230.914Z.webp) Why? The power of influencers. In this case, former boxing rivals Logan Paul and KSI who, combined, have 40m+ YouTube subscribers. #### **It’s called Prime** It contains 10% coconut water, appeared in [a Super Bowl ad](https://www.youtube.com/watch?v=s0pZv1GdNhg), and is the UFC’s official sports drink. It typically retails for ~$2.40 per bottle and, in 2022, generated $250m in retail sales, [per](https://www.washingtonpost.com/technology/2023/02/26/prime-drink-paul-logan-ksi/) *The Washington Post*. But Prime has also become a hard-to-get status symbol that resellers are hawking at high markups. Plus: - Rowdy shoppers led grocery chain Aldi to limit sales to one of each flavor. - UK schools have [banned](https://www.herefordtimes.com/news/23289788.prime-drink-herefordshire-school-worried-pupils-ripped-off/) Prime to curb children-run black markets. Interestingly, at press time, it was [available](https://www.amazon.com/Hydration-Sock-My-World-Sticker/dp/B0B1VZW7DB?crid=2JZE2K6QXZMNQ&keywords=prime+hydration+drink+ice+pop&qid=1677166572&sprefix=prime+hydration+drink,aps,108&sr=8-5&linkCode=sl1&tag=suburbs10108-20&linkId=6be3cbbb3db4f5f8c322be41a917b7de&language=en_US&ref_=as_li_ss_tl) on Amazon at… a very regular price. #### **This all sounds silly…** … but it ain’t new. Shoes, toys, and other products can become hot commodities — including soft drinks. We [previously covered](https://thehustle.co/09062022-soda-reseller/) Exotic Pop, a Houston-based soda company that got its start reselling brands touted by hip-hop acts. Mae Karwowski, CEO and founder of influencer marketing firm Obviously, told *WaPo* that, in the next decade, she expects “all the biggest brands will be made by creators” because they get what their customers want. Emma Chamberlain has a [growing coffee/tea brand](https://www.forbes.com/sites/karineldor/2023/02/17/emma-chamberlains-brand-chamberlain-coffee-expands-with-new-product-category-tea-bags/?sh=22de61da5cda). MrBeast started a [burger chain](https://thehustle.co/09072022-mrbeast-burger/). For Paul and KSI, it’s a beverage Gordon Ramsay [compared](https://twitter.com/KavosYT/status/1612980899469225985) to “swallowing perfume.” Topics: [Ecommerce And Retail](https://hs-sbup.thehustle.co/tag/ecommerce-and-retail) [Influencers](https://hs-sbup.thehustle.co/tag/influencers) ## Follow us on social media prev next - ![Publishers are taking a page out of the influencer playbook](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1429514088-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-BookInfluencers_20230925214834.webp) ### Publishers are taking a page out of the influencer playbook - ![Gen Z would rather influence than be astronauts](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/2080286134-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-influencer_20230919220247.webp) ### Gen Z would rather influence than be astronauts - ![Excited about Bed Bath & Beyond’s return? You may feel pretty lonely](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1248390843-19-News-Brief_2023-08-20T225804.606Z.webp) ### Excited about Bed Bath & Beyond’s return? You may feel pretty lonely - ![Illinois law makes parents pay child influencers](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/265434737-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-girl-at-computer_20230817200613-2.webp) ### Illinois law makes parents pay child influencers - ![What can be done about shoplifting — and how bad is it, actually?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1983757125-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-shoplifting-man_20230606222634.webp) ### What can be done about shoplifting — and how bad is it, actually? - ![People love stealing stuff from Target](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/921948562-19-News-Brief_2023-05-22T002028.532Z.webp) ### People love stealing stuff from Target - ![Kiss your free returns goodbye](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/88609367-httpsthe-hustle.hubspot.comhubfsDaily20Newsletter20ImagesMay2011202023Returns.webp) ### Kiss your free returns goodbye - ![The company that turns rain into drinking water](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1783708216-19-News-Brief_2023-04-17T234232.437Z.webp) ### The company that turns rain into drinking water - ![Fadeaway: Nike’s latest pivot is bad for brick-and- mortar retail](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/139434517-News-Brief_2020-09-01T005347.846Z.webp) ### Fadeaway: Nike’s latest pivot is bad for brick-and- mortar retail - ![Resale’s popping off — for good and bad](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1219657425-httpsthe-hustle.hubspot.comhubfsDaily20Newsletter20ImagesMarch2027202023Resale.webp) ### Resale’s popping off — for good and bad Pop up for Subscribe to The Hustle Daily Newsletter Subscribe to The Hustle Daily Newsletter Get the 5-minute news brief keeping 2.5M+ innovators in the loop. 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