Prime Hydration: The New Player in the Hydration Space

How They Will Compete with Gatorade

DrinkPrime / Instagram

KSI & Logan Paul, two of the biggest YouTubers/ Entertainers in recent memory have partnered up to create the latest hydration drink. The biggest difference between themselves and their competitors like, Gatorade, is they’re positioning themselves as not just a sports drink but a lifestyle drink to fuel your day-to-day life.

This is an interesting angle to take as Gatorade, Powerade, BioSteel, and Body Armor have all primarily positioned themselves as sports drinks. Comparatively, Prime is going after you and me, first, rather than Ovi and Sid. As a result of this, they have already amassed more than 700k followers on Instagram, which double Body Armor and more than half of Gatorade’s following, after only a month. Obviously, with their founders being two of the biggest social media moguls they’re able to leverage their audiences to reach the masses.

This is a fantastic strategy as we’ve seen Nike’s co-founder Bill Bowerman state that Nike serves billions of athletes as they believe if you have a body, you’re an athlete. Allowing both Nike, and potentially Prime, to increase their consumer pool and scale from there. Within the hydration space, I view this as the path of least resistance with all things considered. You’re getting your product in the hands of teachers, kids, accountants, etc. first. Meaning you’re equipping all the village people with a sword. Once equipped all the village people to storm the castle to dethrone the King.

This is when I expect Prime to go after the sports drink space. I believe their positioning will stay the same as they don’t want to begin marketing their product as a drink you only consume when performing physical activity, as the others have. Instead, they will begin de-arming their competition. At this stage, is when I’d predict major partnerships will develop with top leagues to increase their market share. However, until then, I expect Prime to continue taking the path of least resistance and the greatest return. I view them as a brand that will look to partner with budding categories such as Esports, the digital space, and even creators to increase their market share until it’s time to face the King.

Where do you see Prime going next and will they ever partner with your favourite sport? 

Published: January 24, 2022 - Issue 23 of The Sport Marketeer