If you’re a teenage boy, the most important social capital you can have on the playground right now isn’t the latest iPhone or whichever sneaker brand is currently trendy. No, it’s actually an energy drink – specifically, a bottle or can of Prime.
When the “sports drink” backed by YouTubers KSI and Logan Paul first hit the shelves in January 2022, the hype was undeniable – it sold out across the US within hours of its launch and spawned thousands of taste-test videos on TikTok. The UK reaction was much the same, with queues of boys between the ages of 12 and 17 snaking around supermarkets before opening time, eagerly awaiting restocks.
