In the multi-billion-dollar energy drink market, a legal dispute over unfair competition has erupted between two giants: Prime Hydration, the brand by Logan Paul and KSI, and Mas+ by Messi, the new beverage from the football icon.
It all started with accusations of packaging imitation, amplified by social media buzz, and eventually escalated to the courts.
But the story took an unexpected twist when Logan Paul challenged Messi to settle the issue in a boxing ring!
Is a visual resemblance enough to claim “plagiarism”?
Mas+ responded with a market survey, while Prime focused on viral storytelling.
Without a registered design, is there still a way to take legal action?
And in the end, who’s really winning this battle—the strongest, or the smartest?
Why Did Logan Paul Challenge Messi to a Boxing Match?
The world of energy drinks has become the backdrop for a feud that goes far beyond the beverage industry.
Prime Hydration, the brand launched by YouTuber and wrestler Logan Paul alongside KSI, is now facing a heavyweight rival: Mas+ by Messi, the drink created by the legendary Argentine footballer with support from Mark Anthony Brands International (see also:
Logan Paul vs. Lionel Messi beef explained: Legal issue, chances of boxing fight happening
Energy drinks: are Prime and Mas+ really too similar?
Sporting News – 17 febbraio 2025).
From the moment Mas+ was announced, the similarity in packaging sparked backlash.
Logan Paul publicly reported the risk of consumer confusion, fueling discussions across social and mainstream media alike. The conflict didn’t stop at words: it made its way into the courtroom.
Then came the surprise twist: Logan Paul challenged Messi to a boxing match to settle the matter! A provocation? A marketing stunt? Or an attempt to shift attention from the legal battle to a more spectacular arena?
Can you claim copycat imitation without a registered design?
The legal dispute between Prime Hydration and Mas+ by Messi is rooted in a clear accusation: the two products look too much alike. The main issue? The trade dress—the combination of distinctive visual elements that define a product, such as packaging, colors, and bottle shape.
It all began when several consumers, especially in Latin American countries, started tagging Prime Hydration on social media, sharing photos of Mas+ and mistaking it for a local version of Logan Paul’s drink.
According to Paul and KSI, this shows a level of confusability that could mislead consumers into believing the two brands are related, or that Mas+ is a sub-brand of Prime.
On the other hand, Mark Anthony Brands International responded with hard data: to prove that the resemblance doesn’t cause confusion, the company commissioned a market study, analyzing consumer perception. According to the research, the design differences are sufficient to clearly distinguish the two brands, making Logan Paul’s claims unfounded.
But is this controversy only about looks? Or are there specific legal standards to determine whether this is a case of slavish imitation?
The business implication of media hype: who will come out on top?
But what kinds of violations are really on the table here? Is it just about product confusion, or could there be reputational damage and aggressive marketing tactics involved too?
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Data di pubblicazione: 17 Marzo 2025
Ultimo aggiornamento: 7 Maggio 2025
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Gabriele Rossi
Laureato in giurisprudenza, con esperienza nella consulenza legale a imprese, enti e pubbliche amministrazioni.