Trade Dress Battle: Logan Paul’s Prime Hydration Countersues Messi’s Mas+ Drink

Prime Hydration LLC, a beverage company founded by Logan Paul and KSI, has filed a countersuit against Lionel Messi’s drink company, Mas+ by Messi, for infringement of trade dress.

The legal dispute began in October 2024 when Mark Anthony International, the distributor of Mas+ by Messi, filed a lawsuit against Prime Hydration in the US District Court for the Southern District of New York. Mark Anthony International sought a declaratory judgment to confirm that Mas+ by Messi had not infringed on Prime Hydration’s intellectual property. Essentially, Mark Anthony International asked the Court to declare that its Mas+ by Messi drink did not infringe on Prime Hydration’s trademark rights, particularly with regard to its bottle design and tagline.

In response to this lawsuit, Prime Hydration filed a countersuit on November 20, 2024. Prime Hydration claims that it owns trade dress rights in its packaging design, and Mas+ by Messi’s packaging causes consumer confusion. Mark Anthony International has been accused of trademark infringement, trade dress dilution, and unfair competition.

Prime Hydration is seeking a court order for Mas+ to alter its bottle design and tagline, cease the use of the allegedly infringing trade dress, and pay damages, including profits accrued from sales of the disputed design.