The battle between Logan Paul and Lionel Messi has heated up, with both sides locked in a legal dispute over the design of their hydration drink bottles. Prime Hydration, cofounded by Logan Paul and KSI, has filed a countersuit against Messi’s Más+ by Messi, claiming trademark infringement.
Dispute over bottle design
Prime Hydration alleges that Más+ by Messi copied its bottle design, creating “consumer confusion.” The company stated in its lawsuit that Messi’s bottles, distributed by Mark Anthony International, mimic Prime’s packaging and tagline, leading to unfair competition. To prove this, Prime included social media posts where consumers mistakenly tagged Prime when sharing photos of Más+.
“Mark Anthony’s unauthorized use of the Infringing Trade Dress… is likely to cause consumer confusion,” reads the lawsuit. Prime argues that this misleads buyers into thinking Messi’s drink is connected to their brand.
Messi’s side fights back
In October 2024, Mark Anthony International filed a lawsuit seeking a judgment to prove Más+ did not infringe on Prime’s design. The company accused Prime of monopolizing common packaging features within the beverage industry and labeled their claims as invalid. They pointed out differences in colors across Prime’s special editions to argue against the allegations.
Prime’s legal demands
Prime’s countersuit, filed on November 20, demands that Más+ change its bottle design, stop using the tagline “Replenish Refresh Revive,” and pay damages, including profits from the current design. Prime co-founder KSI highlighted the issue earlier, posting about the similarities on social media.
This isn’t Prime’s first legal fight. Earlier this year, the company faced lawsuits from another hydration brand and the U.S. Olympic Committee over trademark issues. As the case with Messi continues, the outcome could reshape packaging norms for both brands.
Image courtesy: Mas+ by Messi
