Prime is a range of beverage products created by Prime Hydration LLC that includes sports drinks, energy drinks, and drink mixes. It was founded and is promoted by two YouTubers; American influencer, actor, and professional wrestler Logan Paul and English influencer, boxer, and musician Olajide "JJ" Olatunji, better known as KSI. The brand began in 2022 with a massive social media hype campaign. The Prime Energy drinks have been criticized for their marketing hype tied with their high caffeine levels, which has led to restrictions and bans in primary and secondary schools and various countries and jurisdictions.