What started as a creator-backed sports drink quickly turned into one of the internet’s biggest consumer crazes.

After Logan Paul and KSI launched PRIME, demand exploded across multiple countries. Some stores reportedly had to limit purchases because shelves were being emptied within minutes, while long lines formed just to get certain flavors.

The hype became especially intense in schools. Videos of students trading bottles, collecting rare editions, and even reselling PRIME for inflated prices spread rapidly online, pushing the drink deeper into meme culture. In some cases, schools reportedly stepped in to ban or restrict it after students became disruptive over the craze.

Part of the attention also came from confusion between PRIME Hydration and the higher-caffeine PRIME Energy versions, which sparked debates around caffeine consumption among younger audiences.

What made the phenomenon unique wasn’t just the drink itself — it was the way internet creators transformed a beverage launch into something that felt closer to a sneaker drop or gaming console release.

PRIME showed that creators are no longer just promoting products.

They’re building cultural events around them.