Logan Paul and KSI's Prime Hydration brand is entangled in a new trademark lawsuit over the logo design of its "Prime X" hydration bottles.
Filed on November 8 in the Minnesota District Court, the suit claims that the black "X" logo featured on Prime X bottles infringes upon X Hydration's federally registered logo trademark, allegedly causing “irreparable harm.” According to court documents, Minnesota-based X Hydration argues that Prime's logo is "confusingly similar" to its own and contends that Prime’s choice of bottle colors, blue and pink, mirrors X Hydration’s branding, intensifying public confusion.
The lawsuit arrives just months after Prime's “Prime X treasure hunt” event in June, where the company offered a $1 million prize, unveiling limited-edition bottles with the disputed "X" logo and hidden map pieces on the label. X Hydration’s complaint accuses Prime Hydration of “deliberate, willful, malicious and bad faith” actions, asserting that Prime intended to mislead consumers and damage X Hydration’s brand. Instances of actual consumer confusion between the two brands were also cited in the filing.
This lawsuit marks the latest in a series of legal disputes for Prime Hydration this year. In August, NASCAR driver Caesar Bacarella filed a suit, alleging trademark infringement over his brand Alpha Prime. Previously, in July, the U.S. Olympic & Paralympic Committee also filed against Prime for referencing Kevin Durant’s Olympic accomplishments. As of now, Prime Hydration has not commented on the ongoing case.
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