Watford-born rapper KSI has put aside previous boxing rivalry with US Youtuber Logan Paul to launch a new drink brand.
After teasing fans about an announcement on social media, the pair revealed that instead of a third fight in the ring they were to become business partners.
The British internet personality, who has around 60 million subscriptions across his personal and Sidemen group YouTube channels, has previously fought rival Paul twice – in 2018 and 2019.
KSI tweeted: "PRIME" and a picture of himself and Paul inside a store with the drinks.
PRIME pic.twitter.com/EjqBWDs4Hj
— ksi (@KSI) January 4, 2022
Paul wrote on Instagram: "We’re excited to announce @DrinkPrime to the world and showcase what happens when rivals come together as brothers and business partners,
"Our goal was to create a fantastic hydration drink that can fuel any lifestyle.
"We’re humbled by the process of creating a real brand and look forward to competing with some of the biggest beverage companies in the world.
"As underdogs, we always cherish the opportunity to show the world what’s possible. Now that we’re both fighting for the same team, we truly believe the sky is the limit."
In a promotional video also posted online he added: "We’ve beaten the s**t out of each other, we’ve been divided but it’s done, the division is over, it’s 2022, it’s the year of love,” he said in the clip.
"We’re coming together to announce the biggest thing, the biggest business that we will ever build.
"We have created a hydration beverage…to rival some of the biggest companies on earth; Pepsi, Coke, Powerade, Gatorade."
KSI, whose real name is Olajide Olatunji, shot to fame a little over ten years ago when he uploaded gaming videos to YouTube from his parents' home in the Watford area.
He has since gone onto to form a hugely successful career in YouTube and music.
The 28-year-old's 2020 debut studio album, Dissimulation, peaked at number 2 on the UK Albums Chart while his second studio album, All Over The Place, debuted at number 1.
He has achieved fourteen top 40 singles on the UK Singles Chart, seven of them ending up in the Top 10.
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