IAN HERBERT: I despair at trash talk from freak show influencer fighters... The misogyny around Logan Paul's fiancee Nina Agdal from Dillon Danis is disgusting. Where have boxing's real heroes gone?

This story starts in a local shop, where bottles of a drink called Prime were lined up on the counter when we called in last week. It was the immediate effect on my grandson which struck me more than the bright blue bottles.

He was transfixed. Wanted to buy one so much that the reason for the trip, picking up Match! or Kick! suddenly seemed terribly old-fashioned.

You might have heard of Prime. Anyone with a school-age child or grandchild probably has. The brand was launched in 2022 by YouTube stars and so-called ‘influencer boxers’ KSI and Logan Paul and became an overnight playground craze.