Creator Brands Are Popping Up — Literally

THE DROP

_{Insights, launches, and strategy from inside the creator economy.}

NOTES FROM THE EDITOR

This week at The Drop, we’re diving into brands that don’t just follow trends — they create them.

• First up, Khloé Kardashian’s Khloud Protein Popcorn. It’s a perfect example of why the proteinification of snacks isn’t just a trend — it’s a strategy. Khloé’s ability to transform a simple product into a lifestyle moment shows how much power creators have when they build brands around personality, not just a name.

• Next, we’re looking at Nami Matcha’s pop-up in Venice — a creator brand out in the world. The event is a reminder that true brand loyalty goes beyond a good product; it’s about building real-world experiences that connect with your audience on a deeper level. And yes, matcha lattes were involved.

• Finally, we’re taking a look behind the scenes at the true force behind Prime Hydration. Spoiler: it's more than just KSI and Logan Paul. There’s a whole team and vision driving it, and that’s what makes it stick.

In a sea of noise, we’re unpacking what actually makes creator brands work — and why authenticity and risk-taking will always stand out.

Feature Story

IRL Hype: Nami Matcha x Shopify Pop-Up Hits Venice This Weekend

We talk a lot about DTC, drops, and digital storytelling — but nothing beats seeing a brand come to life in person.

This weekend, Nami Matcha — the aesthetic, creator-led matcha brand founded by Ashley (@aaashleyk) — hosted a pop-up in partnership with Shopify in Venice, CA. Fans lined up early not just for drinks (like the debut of a new Strawberry Matcha flavor) but to meet the person behind the brand.

It’s a powerful reminder: creators aren’t just selling products anymore. They’re building worlds. And when those worlds spill offline — into curated spaces with music, merch, and face-to-face energy — the connection deepens.

Why It’s Cool (and Smart)

• Brand as lifestyle: Nami Matcha isn’t just a drink — it’s a vibe. The IRL event matched the soft, minimalist aesthetic you see online, turning a physical space into a branded moment.

• Community over followers: Online audiences become real-world fans when given the chance. These pop-ups show that community-building isn’t confined to the comment section. Which is why the Matcha Mob has

• Creator as founder: Ashley showing up in person — chatting, handing out drinks, sharing her story — turns a Shopify store into a movement. This is what sets creator brands apart from faceless beverage companies.

More creators are realizing that IRL moments build real brand equity. You can’t download the feeling of meeting someone who made something you love. You have to be there.

Donavelli Insights

Behind the Brand: The Team Behind the Fame

When you think of Prime Hydration, two names likely come to mind: KSI and Logan Paul. The YouTubers-turned-entrepreneurs have turned Prime into one of the most talked-about hydration brands in recent years. But what most people don’t see is the powerhouse team working behind the scenes to bring the vision to life.

The company behind the scenes is a Louisville, Kentucky–based business called Congo Brands. As of 2023, Congo’s portfolio includes not just Prime, but also 3D Energy Drinks and the Alani Nu supplement line — all influencer-driven consumer products. While Paul and KSI undoubtedly helped launch Prime into the public consciousness, it's likely they do not hold a controlling stake. In fact, a search of corporate records with the Kentucky Secretary of State reveals that Max Clemons and Trey Steiger — not the YouTubers — are listed as the key officers of Prime Hydration LLC.

Clemons and Steiger are the co-founders of Congo Brands, and their company's own website hints at the deeper origin story. It says that Congo was built to “create synergies between the independent brands [Steiger and Clemons have] co-founded over the years.” In other words, Prime may have been created internally by Congo, with Paul and KSI brought on board as strategic partners and high-profile promoters.

Though Congo Brands is relatively quiet about its internal structure, it does acknowledge that ownership of its various companies — including Prime — “may extend beyond Trey and Max.” That suggests that Paul and KSI do have some equity in the brand, but likely function more as high-powered marketing partners than hands-on product developers.

Still, there’s no denying the impact of their involvement. Prime’s meteoric rise is largely due to the YouTubers’ unmatched ability to generate buzz. From viral stunts and giveaways to intense fan demand that led to shelves being wiped clean, Paul and KSI’s influence helped transform Prime from a new entry in a crowded market into a Gen Z status symbol.

In truth, Prime Hydration is a product of both worlds: a well-oiled consumer goods company backed by a viral marketing machine. It’s the blueprint for how modern brands are being built — not just by entrepreneurs in boardrooms, but by creators with cameras and millions of fans.

New Releases

Popcorn Gains Muscles: How Khloé Kardashian and Social Media Turned Snacks into Supplements

There’s protein in cereal. Protein in soda. Protein in candy bars. And now, thanks to Khloé Kardashian, there’s protein in popcorn.

This week, Kardashian unveiled Khloud Protein Popcorn, a pastel-packaged snack that promises 7 grams of protein per serving — and a taste experience somewhere between fitness fuel and Friday night comfort food. The launch puts her squarely in the middle of a growing movement: the proteinification of everything.

This Week’s Big Drops

Influencer Brands from 2025 to Look out For:

Interested in Creating you own Brand? Visit Donavelli.com