The hype that launched Prime is now colliding headfirst with harsh business reality.
When Logan Paul and KSI launched Prime in 2022, it felt like a textbook case of influencer marketing done right: social buzz, scarcity drops, celebrity tie-ins. The brand’s early momentum was extraordinary. According to Bloomberg, Prime’s sales hit approximately $1.2 billion in 2023.
But by mid-2024 and into 2025, signs of strain began to show. In the U.S., First-half 2024 data from Numerator suggested Prime’s sales were down 40% versus the previous year. In the U.K., its revenue plunged from around £120 million in 2023 to about £33 million in 2024 — a drop of roughly 70%.
These declines don’t necessarily confirm a full 75% collapse globally, but they do suggest that Prime is under real pressure. As Business Insider put it, consumer behavior is shifting, repeat purchases have weakened, and the initial craze is fading.
Legal and Contractual Headwinds
The business challenges facing Prime aren’t limited to waning sales. It’s also contending with serious legal and supplier disputes that expose structural vulnerabilities beneath the brand’s gloss.
In 2024, the bottling giant Refresco filed suit against Prime’s parent company (Congo Brands), claiming the brand breached a 2023 agreement by failing to meet its minimum order commitment of 18.5 million cases annually. Refresco alleged Prime pulled back orders as social buzz faded. Although the Delaware Chancery Court later dismissed the case on jurisdictional grounds, the filing laid bare mounting stress on supply agreements.
Similarly, ingredient supplier Agrovana sued Prime, accusing it of failing to pay for contracted goods and citing cash-flow issues. Prime responded with a counterclaim, contending Agrovana failed to meet quality standards. That case is still active.
On another front, Prime’s bottling subsidiary in Canada, Triani, was placed into receivership in June 2025. While the parent company is not subject to receivership, the move complicates Prime’s supply chain strategy and adds a financial burden.
Beyond supplier lawsuits, Prime is under scrutiny in other legal realms. The U.S. Olympic & Paralympic Committee has lodged claims of trademark infringement, alleging that Prime’s marketing used terms like “Olympic,” “Team USA,” and “Going for Gold” without authorization — potentially misleading consumers about brand affiliations.
The brand is also cited in class-action litigation over alleged caffeine misrepresentation and the presence of PFAS chemicals in some formulations, raising product safety and transparency questions.
A rainbow of Prime Hydration flavors on display, highlighting the brand’s eye-catching design and variety that fueled its early social media hype.
Why Prime’s Fall Isn’t Just a Trend
Prime’s trajectory offers broader lessons about the fragility of hype-driven brands and the sustainability gap between social media popularity and durable consumer loyalty.
First, early adopters and hype cycles are notoriously fickle. A product can get enormous attention in its launch year—but if the brand doesn’t pivot to build behind that initial burst, the momentum can evaporate.
Second, logistics and supply commitments matter. The Refresco suit revealed that while creating a unique bottle design may excite consumers, it also requires serious manufacturing investment and fulfillment consistency. When demand softens, fixed commitments become liabilities.
Third, litigation risk magnifies under scrutiny. Influencer brands often push marketing boundaries, making them more vulnerable to regulatory, trademark, or consumer class-action challenges.
Lastly, diversification and product innovation are critical. Brands that rest on one hero product tend to struggle when consumer tastes evolve or competitive alternatives emerge.
In response to the downturn, Prime is reportedly undergoing a strategic review to shift from hypergrowth toward sustainable operations. The company also hinted at new product lines, like Prime Ice, designed to refresh interest and extension beyond its original portfolio.
Big Bets and High Stakes: Logan Paul’s $32.5 Million Mansion
The timing of Prime’s sales slowdown couldn’t be more dramatic for Logan Paul. In September 2025, the internet personality purchased a $32.5 million mansion in Puerto Rico, a sprawling estate that showcases luxury living on a grand scale. In a video tour of the property, Logan hinted that the purchase was more than just a dream home—it was a high-stakes motivator. He suggested that investing so heavily in the mansion would “force” him to keep hustling, a candid acknowledgment that he was doubling down on his ambitions despite headwinds facing his business ventures.
From a financial perspective, the move underscores the risks inherent in influencer-led brands. While Logan’s net worth remains robust, estimated at $200 million, much of that wealth is tied up in illiquid assets, including his holdings in Prime and his clothing company Maverick Apparel. The mansion purchase highlights a tension between lifestyle and liquidity; high-value assets like real estate can bolster public image but don’t provide the same cash flow as operational businesses.
With Prime’s reported decline in revenue, some analysts suggest the brand’s valuation may need significant downward adjustment, which could impact Logan’s perceived net worth and financial flexibility. This scenario illustrates a broader lesson in influencer-driven commerce: success in the public eye can mask underlying vulnerabilities, and big lifestyle commitments can amplify the consequences of a business slowdown.
In short, the mansion is more than just a luxury purchase—it’s a symbol of ambition, risk, and the high-stakes nature of building a brand in the age of social media.
FAQs (People Also Ask)
Is Prime really down 75% nationwide, or just in certain markets?
The 75% figure seems to be an extrapolation based on declines in key markets. Official filings show a ~70% drop in the U.K. and a ~40% drop in U.S. retail in mid 2024.
Can Prime recover from this decline?
Yes — if it can rebuild consumer trust, manage costs effectively, pivot its product line, and avoid further legal damage. Brands that reorient from hype to stable value sometimes rebound.
How much does the legal trouble affect Prime’s survival?
It’s significant. Supplier lawsuits, trademark cases, and class actions are expensive, create uncertainty, and can scare off partners or investors.
Are Prime’s co-founders, Logan Paul and KSI, personally liable in lawsuits?
Some suits have named them alongside Prime and Congo Brands (e.g. the class action for youth marketing). However, much depends on jurisdiction and how the company structure is defended.
Conclusion: Relevance, Risk, and the Reality Behind the Hype
In my opinion, Logan Paul’s cultural relevance is waning, and the recent struggles of Prime serve as a clear reflection of that shift. Once a master of capturing viral attention, Logan now faces the difficult reality that social media fame is fleeting and hype-driven brands can burn out as quickly as they ignite. Prime’s dramatic drop in sales—from over $1.3 billion in 2023 to an estimated $300 million in 2025—underscores that even the most buzzworthy ventures need substance, consistent strategy, and long-term consumer trust to survive.
The mansion in Puerto Rico, while impressive, feels emblematic of a larger pattern: bold, high-profile moves meant to maintain momentum, yet increasingly out of step with a public whose attention is moving elsewhere. Logan’s story is a cautionary tale for influencer entrepreneurs: virality can create massive short-term success, but without evolving relevance and sustainable business practices, even the flashiest brands can falter. Prime’s decline isn’t just a business story—it’s a marker of changing tides in the world of influencer culture, and a signal that Logan Paul may need to reinvent himself once again to stay in the spotlight.
