PRIME Hydration, a beverage brand owned by Logan Paul and KSI, is facing legal issues as driver for NASCAR Xfinity Caesar Bacarella has sued the business. He is claiming trademark infringement pertaining to Alpha Prime, his own supplement company.

The use of the name

The lawsuit, which was submitted on July 30, 2024, claims that Bacarella’s Alpha Prime brand and PRIME Hydration’s usage of the word “prime” is too similar. According to Bacarella, this resemblance has confused customers and given them the false impression that there is a relationship between the two brands.

The lawsuit states, “The defendant’s use of PRIME and its derivatives falsely suggest affiliation with Bacarella, are confusingly similar to Bacarella’s ALPHA PRIME and PRIME BITES marks, and despite ‘PRIME’ only being on the market for a short time, multiple instances of actual confusion have been discovered.”

In an attempt to get PRIME Hydration to cease selling goods that he claims are “confusingly similar” to those under his Alpha Prime brand, Bacarella is seeking the court to issue an order. This could impact the sales of Prime’s energy and hydration beverages.

This isn’t PRIME Hydration’s first rodeo on legal challenges. In July 2024, the US Olympic & Paralympic Committee filed a lawsuit against the company due to a partnership with basketball player Kevin Durant.

The problem started when Durant’s Olympic accomplishments were mentioned on PRIME’s bottles. A few days later, on August 2, 2024, the business was sent with a second $68 million lawsuit, this time for allegedly breaking a deal with Refresco, its bottling partner.

We’ll be closely watching the outcome of Bacarella’s lawsuit, as it could impact the future of the brand and its products.