Prime Hydration, the celebrity sports drinks created by Logan Paul and KSI, are changing hands for a staggering $22 per bottle in Dubai school playgrounds – a mark up of 1000 percent on the original price.
An investigation by Arabian Business has found that several children in leading Dubai schools are so keen to purchase the drinks – which are on very limited availability in the UAE – they are often paying as much as AED80 ($22) for a single bottle. The same bottle sells for $2 in the US.
Launched in January, Prime Hydration is already the sixth-largest sports drinks brand in the US, with more than 110 million drinks sold and nearly $200 million generated in revenues.
However, while the drinks are available in the US $12.99 for a pack of 12, UAE prices are now $153 (AED564) for a pack of 12, with individual drinks sold for nearly $14 per (AED49.50) bottle.
But the prices are even higher in schools, where both Logan Paul and KSI have huge followings. Paul and KSI were originally bitter social media rivals and twice fought each other in boxing fights, before collaborating for the launch of Prime. Between them, they command over 36 million followers on Instagram alone, and regularly use social media to promote their drinks brand.
It is not clear where the drinks – which are available in seven different flavours – are originally being purchased from.
One ten year old, studying in a Dubai school ranked “outstanding”, said: “My parents bought a pack of 12 which they said was about fifty dirhams per bottle. I can sell them easily for 70 dirhams each, especially the blue ones which are the most popular.”
Another child, aged 12, admitted he had regularly paid AED80 for single bottles. “It’s like having a Messi shirt. I don’t mind what the price is, because I love KSI.”
The drinks – featuring seven different flavours – were created by Logan Paul and KSI, in collaboration with US-based Congo Brands. There is no suggestion that Paul, KSI or Congo Brands are directly benefiting from the price mark ups. The company has also recently launched a series of hydration sticks.
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