PRIME Hydration vs. Más+: Logan Paul tries to knock Messi out of the ring

© Prime en © Más+

You probably know Logan Paul from the wrestling ring, YouTube or his podcast.

This time, though, he aimed for a knockout not in sports—but in court—to defend his brand, PRIME Hydration. His opponent? None other than global football icon Lionel Messi.

PRIME is a caffeine-free sports drink launched in 2022, marketed as a hydration solution for athletes. Celebrity-backed beverages are trending, and Messi joined the movement earlier this year with the launch of his own energy drink: Más+.

Now, PRIME Hydration is accusing Más+ of copying its packaging design. The claims? Strikingly similar bright labels, flavor-coordinated caps and large vertical logos. According to PRIME, the resemblance is so close that it creates a risk of confusion. The company demanded that Más+ cease production and sales of the product.

That concern isn’t entirely theoretical: several consumers, especially in Latin America, tagged PRIME on social media while sharing photos of Más+, assuming it was a local version of the brand. PRIME argues that this misperception could lead people to believe the two brands are related—or that Más+ is a sub-brand of PRIME.

Más+ fired back with hard data. They commissioned a market study showing that the packaging designs are different enough to avoid confusion, undermining Logan Paul’s claims. They also pointed out a critical legal flaw: PRIME never registered its packaging design as a trademark. Without that protection, Paul had to rely on claims of unfair competition, citing "slavish imitation" as a legal basis.

In a twist, Más+ responded by suing PRIME in return, alleging anti-competitive behavior and unfair market practices.

Paul’s counteroffer? He jokingly proposed that Messi settle the dispute with him in a boxing match. While this challenge holds no legal weight, it was a marketing masterstroke. Both PRIME and Más+ received a surge in visibility—and as the saying goes, there’s no such thing as bad publicity. Even in court battles, Paul knows how to stay in the spotlight.

Author: Erik Stegeman

Bio: Erik Stegeman is a trademark attorney and specialist in trademark protection for bands, DJs and artists. His client portfolio includes many famous DJ’s like Charlotte de Witte, Swedish House Maffia and Tiësto. He writes a lot about music trademark infringements. And if you are lucky, he will give you hints on the latest band and DJ’s.