Influencer Logan Paul’s sports drink brand, Prime Hydration, is currently embroiled in a legal battle with competitor Más+ over allegations of false advertising involving professional athlete Lionel Messi. Prime Hydration has filed a lawsuit against Más+, claiming that the sports drink company falsely advertised Messi as a founder of the brand and involved in the creation of the beverage.
According to Prime’s attorneys, Más+ used Prime Hydration’s success as a blueprint to create a competing hydration beverage and falsely attributed Messi’s involvement to boost sales at the expense of Prime Hydration. The lawsuit, filed on October 9, adds to the ongoing legal dispute between the two hydration brands.
Last year, Más+ holding company Mark Anthony Group, which also owns popular brands like White Claw and Mike’s Hard Lemonade, sued Prime Hydration for allegedly spreading misinformation about the similarities between the two brands to create confusion among consumers. Litigation between the two companies is still ongoing.
Prime Hydration’s latest lawsuit against Más+ escalates the feud by focusing on Messi’s alleged involvement with the competitor brand. Prime claims that Messi was not actively involved in the development of the beverage but rather licensed his name, image, and likeness to Más+ after being presented with the product by the Mark Anthony Group. Prime alleges that Más+’s actions have resulted in the loss of retail space across the United States.
In response to the lawsuit, Prime Hydration is seeking a jury trial and monetary damages for alleged lost profits. The lawsuit names both Más+ and Lionel Messi as defendants and was filed in the U.S. District Court for the Southern District of Florida. A spokesperson for Mark Anthony Group has yet to respond to requests for comment.
The hydration beverage market is a rapidly growing industry, with numerous companies competing for market share. The global electrolyte drinks market is projected to reach $74.19 billion by 2034, according to Precedence Research. As the legal battle between Prime Hydration and Más+ unfolds, the outcome could have significant implications for the competitive landscape of the sports drink industry.
