KSI (Olajide “JJ” Olatunji) is a UK creator, chart-topping musician, and professional boxer turned entrepreneur. He co-founded Prime Hydration with Logan Paul and is a founding member of the Sidemen, helping build a multi-brand ecosystem that includes Sidemen Clothing, XIX Vodka, Sides (quick-service food), Lunchly, and Misfits Boxing. With billions of views across YouTube, TikTok, and Instagram, KSI blends entertainment and company building at global scale.