Denver, CO — The U.S. Olympic and Paralympic Committee (USOPC) has taken legal action against Prime, the beverage company co-founded by internet personalities Logan Paul and KSI, for allegedly infringing on its trademarks. Filed in a federal court in Colorado on Friday, the lawsuit claims Prime used Olympic-related symbols and phrases on marketing materials for a drink promoted by basketball superstar Kevin Durant, an Olympic gold medalist.
The lawsuit underscores a problematic scenario where the committee believes Prime deliberately misused trademarks like symbols and phrases associated with the Olympics to enhance the appeal of its products. This type of alleged infringement can mislead consumers into thinking that the drink is a sanctioned or official product of the Olympics.
Prime, established in 2022, offers a range of hydration products including energy and sports drinks. The lawsuit specifically mentions the promotion of a “Kevin Durant Olympic Prime Drink,” which suggests an unauthorized association with the Olympic Games, something the USOPC has not endorsed or permitted.
The committee contends that despite receiving a cease-and-desist letter, Prime persisted in selling the drink and maintaining promotional material across various platforms. The ongoing use of Olympic trademarks, according to the committee, has likely confused customers, leading them to believe that the product is affiliated or backed by the Olympic organization.
Such cases highlight the importance of trademark protection, particularly for entities like the USOPC, which relies on branding and trademarks to secure partnerships and sponsorships that fund the U.S. Olympic teams. The committee highlights its exclusive agreement with Coca-Cola, granting it rights to use Olympic trademarks in the beverages sector—an arrangement underscored by a significant financial commitment from Coca-Cola.
The legal complaint notes that the unauthorized use of Olympic trademarks not only undermines this contractual exclusivity but also potentially devalues the trust and commercial value the USOPC has cultivated over years.
Representatives for Prime have yet to respond to the allegations. The outcome of this case might influence how trademarks associated with major institutions like the Olympic Committee are protected and might serve as a cautionary tale for other companies about the importance of adhering to intellectual property laws.
This incident occurs amid broader controversies surrounding the Prime brand, including scrutiny from political figures and legal challenges concerning its product ingredients. The ongoing legal battles and public scrutiny reflect the complexities of brand management in sports and entertainment, areas increasingly intersecting with digital influence and celebrity endorsements.
The broader implications of this lawsuit extend beyond just the parties involved, potentially setting precedents for how similar cases are handled in the future, especially as the line between celebrity branding and official endorsements continues to blur in the digital age.
As the legal proceedings move forward, the sporting and business communities will be watching closely, aware that the verdict could have significant ramifications for marketing strategies and brand alignments in sports globally. The 2024 Summer Olympics in Paris will be closely watched, not just for the sports but for how its trademarks are managed and protected in a rapidly evolving commercial landscape.