![]() Two 22-year-olds I meet in the pub when I need to beg someone for a phone charger so I can get home have both watched him for a decade: one actively, because he loves KSI, and one passively, because he doesn’t but needs to know what all his mates are talking about. My girlfriend only wants me to ask him about Celebrity Gogglebox, absolutely nothing else. A gamer friend of mine tells me, as we succumb to another Fortnite duos failure that was definitely my fault, that she knows KSI from his gaming videos of the same series. My 38-year-old dad friend knows him because once the YouTube algorithm figures out that you are a bloke, it serves you endless videos from his culture-conquering banter channel, Sidemen. In the week leading up to me visiting his fortress-secure home for a shoot, everyone I speak to knows of KSI from a different angle. Or, more pertinently, it is hard to know where you first might have experienced him. It is hard to know where to start with KSI. KSI wears hoodie and jogging bottoms both by Palace Skateboards, underwear by Calvin Klein Underwear, necklace KSI’s own (Picture: BLACKKSOCKS/Styling: Joseph Kocharian) KSI wears shirt by Amiri at MATCHESFASHION, necklace KSI’s own (Picture: BLACKKSOCKS/Styling: Joseph Kocharian) KSI wears jacket and trousers both by Moschino, underwear by Calvin Klein Underwear, necklace KSI’s own (Picture: BLACKKSOCKS/Styling: Joseph Kocharian) KSI wears jacket and trousers both by Moschino, underwear by Calvin Klein Underwear, necklace KSI’s own (Picture: BLACKKSOCKS/Styling: Joseph Kocharian) KSI wears sleeveless top by ICECREAM at MATCHESFASHION, trousers by Moschino, trainers by Christian Louboutin, necklace KSI’s own (Picture: BLACKKSOCKS/Styling: Joseph Kocharian) KSI wears trousers by Moschino, underwear by Calvin Klein Underwear, necklace KSI’s own (Picture: BLACKKSOCKS/Styling: Joseph Kocharian) KSI wears trousers by Moschino, underwear by Calvin Klein Underwear, necklace KSI’s own (Picture: BLACKKSOCKS/Styling: Joseph Kocharian) KSI wears trousers by Moschino, underwear by Calvin Klein Underwear, necklace KSI’s own (Picture: BLACKKSOCKS/Styling: Joseph Kocharian) KSI on going sober: ‘Alcohol changes me as a person’.KSI reveals his dream music collaborators.As I finally make it down the road to my house, the cardboard crate disintegrating beneath me in the rain, a 12-year-old boy bursts free from the safe umbrella huddle of his family to run up to me and simply say: “Prime!” It’s 10 per cent coconut water and BCAAs for muscle recovery, sure, but it’s also essentially Supreme in a bottle. “Where’d you get that? Where’d you get that?” At a pub nearby, the barman silently pours me a pint and notices my crate before, as nonchalantly as possible, hitting me with: “That’s the KSI drink, right? You get an online-only order, or…?” Last week, a secondary school issued a new rule change forbidding the selling of Prime on its property (KSI gleefully sent crates of the drink to the affected area) there are rumours that a supermarket chain is struggling with supply issues because staff buy it all before it reaches the shelves and resell the drink on eBay. Walking home with it, I think I would have got less attention if my jacket was stapled with £50 notes: “Whoa, is that Prime?” a charity fundraiser breaks out of his patter to ask. When KSI - real name Olajide Olatunji, casually referred to in conversation as JJ, and known internationally by his YouTube moniker, which stands for Knowledge, Strength, Integrity - hears I’ve never tried the ultra-hype energy drink he co-formulated with Logan Paul, he takes matters into his own hands, hauling a 12-pack of the Meta Moon flavour out of a cupboard and placing it in my arms. Everyone is drinking Prime: the photographer is drinking Prime, the PR is drinking Prime, the private chef is drinking Prime, this guy who I don’t know and don’t understand what he’s doing here is drinking Prime. I am buried deep within the walls of KSI’s Bank-of-England-vault-like three-storey home and I am drinking a bottle of Tropical-flavoured Prime. ![]()
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