The U.S. Olympic and Paralympic Committee (USOPC) filed a federal lawsuit against Prime, the energy drink company co-founded by social media personalities Logan Paul and KSI, alleging trademark infringement.

The lawsuit, filed on Friday, accuses Prime of using USOPC-trademarked symbols and phrases on a product featuring Olympic gold medalist and NBA forward Kevin Durant. 

The committee’s attorneys describe Prime’s actions as “willful, deliberate, and in bad faith.”

According to the complaint, Prime Hydration utilized Olympic-related terminology and trademarks on product packaging, internet advertising, and promotions for a flavor associated with Durant. 

The USOPC claims that Prime continued to sell and market the drink for over a week after receiving a cease-and-desist letter.

The committee emphasizes that while it sometimes partners with brands to generate revenue for U.S. national teams, it never agreed with Prime. The USOPC points out its exclusive agreement with Coca-Cola to use Olympic trademarks on beverages in the United States.

The lawsuit argues that Prime’s branding could mislead consumers about the origin and quality of the products, potentially deceiving them into believing the USOPC endorses the drink. 

Prime, founded in 2022, offers both caffeinated energy drinks and non-caffeinated sports drinks with electrolytes. The brand has faced previous scrutiny, including a call from Senate Majority Leader Chuck Schumer in July 2023 for an FDA investigation into its high caffeine content.

The sports drink market, valued at US$33 billion, attracts high-profile entrants. This summer, football superstar Lionel Messi partnered with White Claw owner Mark Anthony Brands to launch Más+ by Messi, a new sports drink positioned to compete directly with Prime. 

The brand’s use of the tagline “Positive hydration” in its marketing strategy illustrates the fierce competition in this sector.