Messi's Más+ drink brand sues Logan Paul and KSI’s Prime over 'anti-competitive' claims

On Oct. 8, Mark Anthony International, the distributor of Más+, initiated the legal action, seeking a court ruling that its packaging does not violate Prime's design, according to The Express Tribune.

The lawsuit comes after Prime allegedly demanded that Más+ stop sales unless it changed its packaging, threatening legal action over claims of trademark and trade dress infringement.

Más+ is defending its brand, asserting that Prime is trying to stifle competition and monopolize common packaging elements in the hydration drink market, as reported by Dexerto.

Lionel Messi and his family in a promotional photo for Más+. Photo courtesy of Messi's Instagram

A survey conducted by an industry expert for Mark Anthony International found no risk of consumer confusion between the two brands. The lawsuit also pointed out differences in marketing approaches, particularly noting Logan Paul’s past controversies as a significant distinction.

Influencers, content creators and founders of Prime Hydration, Logan Paul and KSI in a promotional shoot with FC Barcelona. Photo courtesy of KSI's Instagram

Launched globally on June 14, 2024, Más+, supported by World Cup champion Lionel Messi, has faced comparisons to Prime Hydration due to its similar bottle design. Fans of Logan Paul and KSI have criticized Más+, with some accusing it of being a "copy" of Prime.