Messi’s foray into the sports drink industry was announced with much fanfare. In a promotional video, the Argentine legend expressed his passion for the project, saying, “I’m excited to reveal the name of my new drink: Mas+. This name represents the essence of my life and career – Más+ means more. I believe that we can always give a little more, and I’ve achieved more than I ever thought possible through positive thinking.” Mas+ promises a unique formulation designed to support athletes, offering a blend of electrolytes, vitamins, and antioxidants with no artificial sweeteners or colors. It comes in flavors inspired by Messi’s illustrious career, such as “Orange D’Or,” a nod to his Ballon d’Or victories, and “Miami Punch,” referencing his current stint with Inter Miami. The launch positioned Mas+ as a premium product aimed at consumers seeking healthier options in the competitive sports drink market.

However, the excitement surrounding Mas+ was quickly overshadowed by allegations from Logan Paul’s Prime Hydration, which claimed that Mas+ bore a striking resemblance to their product. Prime, co-founded by Logan Paul and KSI in 2022, has rapidly gained popularity for its sleek design and branding, appealing particularly to younger audiences. Fans and industry analysts noted the similarities between the two brands’ packaging and overall aesthetic, sparking accusations of unfair competition. Logan Paul addressed the issue directly, stating, “It’s concerning that consumers are confusing Mas+ with Prime, especially in Spanish-speaking countries where people might think Messi partnered with us to create a localized version. The designs are eerily similar, and that’s something we have to address.”

In response to these accusations, the distributors of Mas+, Mark Anthony International, filed a countersuit against Prime Hydration. The legal filing accuses Prime of engaging in unfair competition by suggesting that Mas+ had copied its design. Mark Anthony International has demanded a court declaration that Mas+ did not infringe on Prime’s intellectual property and argued that the accusations have unfairly tarnished the reputation of Messi’s brand. Logan Paul, however, was quick to dismiss the countersuit as baseless. On his podcast Impaulsive, Paul expressed his frustration, saying, “Somehow, they’re suing us for copying the design of our product. It’s absolutely absurd. How could this even be a thing? We’ve never accused them of violating our trademark, but they’re suing us for no reason. It’s just dumb. But don’t worry, we’ve got a plan to protect our interests and make sure we follow the law.”

The dispute shows no signs of resolution, as both sides prepare for what could be a prolonged and costly legal battle. Legal experts are divided on the potential outcome, with some arguing that the similarities between Mas+ and Prime’s branding are too significant to ignore, while others believe the case may not hold up in court. The crux of the issue lies in whether the similarities between the two products are substantial enough to constitute trademark infringement or whether they fall within the realm of coincidental overlap in a highly competitive market.

The case also sheds light on the broader challenges faced by celebrity-backed brands. With more athletes, influencers, and entertainers entering the consumer goods industry, disputes over product similarities and intellectual property rights are becoming increasingly common. The lawsuit between Mas+ and Prime has sparked a larger conversation about the boundaries of branding and the fine line between inspiration and imitation in a competitive market. If Prime prevails, Mas+ could face significant repercussions, including rebranding or financial penalties. Conversely, if Mark Anthony International succeeds, it could establish a new precedent for handling such disputes in the beverage industry.