Messi's drink company sues KSI and Logan Paul's Prime Hydration

Mark Anthony International, the distributor for Lionel Messi’s drink brand Mas+ by Messi, has filed a lawsuit against Prime Hydration, accusing the company of anti-competitive behavior. This legal action comes after Prime, the sports drink brand created by Logan Paul and KSI, allegedly demanded that Mas+ stop selling their product due to claims of similar packaging.

Messi launched Mas+ by Messi in June 2024, offering four flavors in bottles and cans. Almost immediately, fans of Prime Hydration noticed similarities between the two brands, with some accusing Mas+ of copying Prime’s design. However, on October 8, Mark Anthony filed a lawsuit seeking a declaratory judgment to prove Mas+ is not infringing on Prime’s trademark or trade dress.

In the lawsuit, Mark Anthony claims that Prime threatened legal action unless Mas+ changed its packaging. Mark Anthony counters that Prime is attempting to stifle competition by monopolizing common packaging elements used across the hydration drink industry. They also conducted a consumer survey, which reportedly showed no likelihood of confusion between the two brands.

The lawsuit also highlights the clear differences between the two products, both in packaging and branding. It emphasizes how Logan Paul’s controversies, including his Japan Aokigahara vlog and the failed CryptoZoo project, make Prime’s brand easily distinguishable from Messi’s more straightforward image.

As the legal battle unfolds, the case underscores the competition between sports drink companies and the growing influence of celebrity endorsements in this lucrative market.