Creator Brands Face the Real-World Test

BRAND MOVES

The Paul brothers are showing what happens when creator-led brands stop acting like side projects and start operating like real companies.

Jake Paul’s new wellness venture, W, just secured 14 million dollars in Series A funding and launched in 2,900 Walmart stores nationwide. The product line includes hair and body care essentials for men and is backed by creator investors like Airrack, David Dobrik, and Mike Majlak. With minimalist packaging and a straightforward retail strategy, W is not a hype vehicle. It is a traditional CPG brand, built with a creator growth engine.

Logan Paul and KSI’s Prime, however, is facing turbulence. A third lawsuit has been filed against Prime by its former bottling partner, Refresco, which alleges that Prime suddenly cut purchase commitments and tried to enforce exclusivity—costing Refresco nearly 68 million dollars in lost volume. The suit is the third active legal case involving Prime’s manufacturing relationships.

On top of that, the U.S. Olympic and Paralympic Committee has filed a trademark infringement suit against Prime over the use of “Olympic” and “Team USA” on limited-edition cans featuring Kevin Durant. Coca-Cola owns the exclusive Olympic licensing rights, and the complaint claims that Prime’s use of those marks could mislead consumers into thinking it is an official sponsor.

Why It Matters

• Retail scale reveals operational gaps
  These lawsuits are not random. They happen when creator brands push into mass distribution and must compete on logistics, not just identity.

• The influencer-to-operator shift is real
  Jake Paul’s approach with W is more measured. He is surrounding himself with experienced operators and building distribution from the inside out.

• IP and contracts are make-or-break
  From exclusive rights to supply agreements to Olympic trademarks, creators are entering legal territory usually reserved for legacy brands.

• The public narrative is no longer controlled by content
  These brands live in retail now. That means lawsuits, supplier deals, and trademark disputes all affect how they are perceived by consumers and buyers.

The Paul brothers are not just shaping a creator playbook. They are testing what it takes to run a scalable brand in categories where shelf space, not social reach, is the battlefield.