By offering limited stock and tapping into the pair’s combined reach of more than 40 million YouTube subscribers and 100 million social media followers, Prime has become a hot commodity around the world. A range of sports and energy drinks “where great taste meets function”, Prime has captured the hearts and minds of millions of children – and the wallets of their parents. Prime, launched by former boxing rivals and YouTube megastars, America’s Logan Paul and England’s KSI (Olajide Olayinka Williams “JJ” Olatunji) in early 2022, is the embodiment of this trend. Immersed in a world where stars are born on YouTube and largely fuelled by their tween and teen followers, Krawitz was determined to tap into the opportunities their frequent brand-extensions offer. Forming part of Prime’s core target market, Krawitz, then 14, used his already considerable entrepreneurial prowess to investigate ways to bring Prime into South Africa last year. Yet, long before the Checkers deal came about, one teenager recognised the brand’s money-making potential. This week, the launch of Prime Hydration for R39.99 at selected Checkers stores was a viral sensation, dominating social media feeds on 1 May, with people queuing for hours to buy a couple of bottles. The story of Prime, an international range of sports drinks initially selling for upwards of R800, began in South Africa with King David High School Linksfield pupil and successful “kidpreneur”, Daniel Krawitz, now 15.
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