Logan Paul Buries the Hatchet With Bradley Martyn for PRIME Shake Launch
When former rivals KSI and Logan Paul joined forces to launch PRIME back in early 2022, the response was nothing short of chaotic.
Fans lined up in droves, stores sold out within minutes, and viral clips showed people scrambling — sometimes literally — to get their hands on the hydration drink.
At the height of the frenzy, bottles were being resold at eye-watering markups, with a brief but very real black market emerging around PRIME.
Fast forward a few years, and the hype has cooled. While PRIME expanded into energy drinks in 2023, consumer excitement gradually leveled off as the novelty wore thin.
Now, the YouTube power duo are looking to reignite momentum by stepping into a third functional category with the launch of the PRIME Shake — a ready-to-drink protein offering designed to compete in one of the fastest-growing segments in nutrition.
To help make that leap, KSI and Logan Paul have brought in fitness creator and ZOO Culture founder Bradley Martyn.
Martyn has been a big part of online fitness culture for more than a decade and previously ran his own supplement brand, Origin.
His involvement gives the PRIME Shake instant credibility among gym-goers and strength athletes.
Interestingly, the partnership follows a very public feud between Paul and Martyn.
The two clashed both online and in person back in June 2024, when Paul confronted his former internet nemesis at ZOO Culture in Los Angeles.
Footage from their altercation resurfaced this week — though in hindsight, it appears to have been part of a calculated rollout for PRIME Protein.
“We’re excited to announce PRIME Protein to the world and showcase what happens when rivals come together as brothers and business partners,” Paul and Martyn said in a joint statement.
“Our goal was to create a fantastic ready-to-drink protein shake that can fuel any lifestyle.”
Inside the PRIME Shake
In terms of formulation, the PRIME Shake appears to deliver on that promise.
The product launches in a shelf-stable canned format, following the path paved by brands like Slate and Barebells.
Each 11oz can provides 32g of complete protein sourced from ultra-filtered skim milk, alongside 150 calories and just 3g of sugar. It’s also completely lactose-free.
Three classic milkshake-style flavors headline the launch lineup: Chocolate, Vanilla, and Cookies & Cream.
“We believe we’ve created the best Ultra-Filtered Protein Shake on the planet, and now that we’re both fighting for the same team, we truly believe the sky is the limit,” Paul and Martyn added.
Why the PRIME Shake Makes Strategic Sense
PRIME’s initial boom was fueled by unprecedented hype levels and high-profile partnerships.
The brand quickly secured endorsement deals with elite athletes across multiple sports, including Kevin Durant, Alisha Lehmann, Auston Matthews, Rafael Leão, and Alexander Volkanovski.
But even with star power behind it, momentum proved difficult to sustain. Viral brands can fade as quickly as they explode, and PRIME has not been immune to that cycle.
In 2024, PRIME generated roughly £33 million in UK sales across its Hydration and Energy drinks — a steep drop from £120 million the year before.
While that data reflects the UK market, it underscores a broader challenge: locking in long-term growth once excitement peaks.
The PRIME Shake, however, positions the brand squarely inside a category moving in the opposite direction.
According to data from the U.S. Department of Agriculture, milk consumption in the United States increased in 2024 for the first time since 2009 — a shift widely attributed to growing interest in protein-forward nutrition.
Consumers are increasingly seeking convenient products that support performance, recovery, and daily health, and ready-to-drink protein shakes sit at the center of that demand.
By delivering 32g of ultra-pure and smooth-digesting protein per can, the PRIME Shake outguns many established RTD competitors on paper.
Combined with KSI and Logan Paul’s collective clout, it gives the brand a strong chance to disrupt the category.
The PRIME Shake is already available on Amazon in 12-count cases and is set to roll out to select U.S. retailers in the near future.
SEE ALSO: Dunkin’ Protein Drinks Up the Ante in the Protein Coffee Arms Race
