In a recent development, the U.S. Olympic and Paralympic Committee has taken legal action against PRIME, an energy drink brand associated with YouTube stars Logan Paul and KSI. The Olympic Committee has accused PRIME of trademark infringement in a lawsuit filed in the United States District Court for the Court of Colorado.

The lawsuit alleges that PRIME, in collaboration with NBA star and 2024 U.S.A. men's basketball team member Kevin Durant, used trademarked symbols and phrases without authorization as part of a recent marketing campaign. The campaign featured references to the upcoming 2024 Olympic Games in Paris, using phrases like "Olympic," "Olympian," "Team USA," and "Going for Gold."

According to the lawsuit, PRIME repeatedly used these trademarked phrases on their product packaging and in online advertising campaigns with Durant. Examples of advertising copy included references to the "Kevin Durant Olympic Prime Drink" and slogans such as "Celebrate Greatness with the Kevin Durant Olympic Prime Drink!" The Olympic Committee argues that PRIME's actions were "willful, deliberate, and in bad faith."

Upon discovering this trademark infringement, the Olympic Committee reached out to PRIME on July 10, requesting that the company stop using all trademarked phrases in their advertising materials. However, the brand continued featuring advertisements on various platforms, showing Durant holding up specially branded bottles of the beverage, in disregard of the warnings.

It's worth noting that this is not the first controversy surrounding PRIME. Last year, Senator Charles Schumer called for an investigation by the Food and Drug Administration (FDA) due to the high levels of caffeine in the energy drinks and its potential targeting of young people. PRIME was also sued in April 2024 in the Southern District of New York for allegedly engaging in misleading and deceptive practices regarding the caffeine content of their 12-ounce drinks.

In response to the lawsuit, Logan Paul, through a TikTok video, defended the energy drink brand, refuting allegations that the beverage contained excessive caffeine levels or harmful chemicals.

The U.S. Olympic Committee's lawsuit seeks to claim all profits associated with the further sale of the energy drinks, as well as undisclosed monetary damages. As of now, the posts featuring the trademarked phrases on PRIME Hydration's social media channels have been removed.

This legal battle between the U.S. Olympic Committee and PRIME signifies the importance of protecting trademarks and upholding the integrity of the Olympic Games. The court's decision will determine the consequences for PRIME and potentially impact how energy drink brands align their marketing campaigns with major sporting events in the future.