Influencer Logan Paul’s Prime Hydration is taking legal action against sports drink competitor Más+ by Messi for allegedly making false claims about professional athlete Lionel Messi’s involvement in the product’s development.
According to Prime’s attorneys, Más+ has misleadingly stated in its marketing materials that Messi is a founder of the brand and played a role in creating the beverage. Prime alleges that Más+ used their brand’s success as a model to create a competing hydration drink, with the false narrative of Messi’s involvement aimed at boosting sales at Prime’s expense.
This legal dispute adds to an ongoing battle between the two hydration brands. Last year, Más+ parent company Mark Anthony Group, known for brands like White Claw and Mike’s Hard Lemonade, sued Prime for allegedly spreading confusion through a social media campaign claiming similarities between the two products. The litigation is still ongoing.
In this latest lawsuit, Prime accuses Más+ of intentionally copying their success by associating their hydration brand with a celebrity, in this case, Messi. Prime claims that Messi did not independently develop the drink but was approached by Mark Anthony Group, which then licensed his name and likeness for the product. The lawsuit also alleges that Prime has suffered losses in retail space across the U.S. due to Más+’s actions.
Prime is seeking a jury trial and monetary damages for lost profits, naming both Más+ and Messi in the lawsuit. The complaint was filed in the U.S. District Court for the Southern District of Florida, with no immediate response from Mark Anthony Group.
The hydration beverage market is rapidly expanding, with numerous companies looking to capitalize on the growing trend. The global electrolyte drinks market is expected to reach $74.19 billion by 2034, according to Precedence Research.
Overall, Prime’s legal action against Más+ highlights the fierce competition in the hydration beverage industry and the importance of brand reputation and celebrity endorsements in driving sales. This case serves as a reminder of the challenges and legal battles that brands face in a highly competitive market.