NBA Star Wembanyama-Invested Health Hydration Drink BARCODE Acquired
On August 4, Charlotte-based private equity firm Axum Capital Partners announced that it has acquired a majority stake in health hydration drink BARCODE. The transaction is expected to close in the third quarter of 2026.
Above: BARCODE in lime flavor. Priced at $29.88 per dozen (12 bottles) on the official website.
BARCODE claims to be the market's first premium, all-natural performance hydration drink. The beverage is plant-based, with no added sugar, and contains vitamins D, B6, and B12, as well as magnesium and ashwagandha, with fewer than 30 calories per serving, positioning it as a functional alternative to traditional sports drinks. The brand was founded by Mubarak Malik, former performance director of the New York Knicks (Mubarak Malik) and NBA star Kyle Kuzma.
In July 2023, Wembanyama, Carmelo Anthony, Derek Fisher, and over a dozen other NBA stars, along with Oscar-winning actress Halle Berry, singer Kelly Rowland, and other celebrities, became shareholders of BARCODE. Wembanyama also serves as a brand ambassador while being an investor.
Above: Wembanyama with BARCODE
Currently, BARCODE is available at Walmart, 7-Eleven, HEB, Krogers, Buc-Cee's, and high-end organic supermarket Erewhon, among other retailers.
Above: BARCODE at Erewhon supermarket
The acquirer, Axum Capital Partners, was co-founded by former NFL star Muhsin Muhammad, seasoned financial professional Denis Ackah-Yensu, banker Raymond Groth, and restaurant executive Edna Morris, focusing on health food and beverage brands. In September 2025, Axum announced the launch of a new fund targeting $300 million. The fund's portfolio also includes: VitaHustle, a plant-based nutrition brand co-founded by Hollywood star Kevin Hart, and Le Botaniste, an organic restaurant in New York.
Muhsin Muhammad stated that the global health food and beverage market is expected to exceed $2 trillion by 2033, and Axum is increasing its focus in this area: "We are excited to partner with BARCODE. Together with exceptional founders, operators, cultural leaders, and athletes, we will drive long-term value for the brand."
| Source: Official press release; Athletech News
| Image credit: Official press release; Official website; Official Instagram