Axum Capital Partners has agreed to acquire a controlling interest in BARCODE, a performance hydration beverage brand tied to professional athletes and the broader health and wellness market.
The transaction is expected to close during the third quarter of 2026. Financial terms were not disclosed.
BARCODE was co-founded by NBA champion Kyle Kuzma and has featured NBA All-Star Victor Wembanyama as its primary brand endorser.
Other athletes and cultural figures associated with the brand have included Halle Berry, Kelly Rowland, Derrick Rose, Chelsea Gray, and Carmelo Anthony.
BARCODE sells plant-based performance water containing vitamins D, B6, and B12, magnesium, ashwagandha, and no added sugar.
Axum specializes in investments in health and wellness-oriented food and beverage businesses.
The firm plans to apply its operational resources and its network across business, sports, entertainment, and consumer markets to help BARCODE expand.
Axum sees BARCODE as fitting its strategy of partnering with founder-led and high-growth consumer brands positioned around increasing interest in health and wellness products.
DLA Piper is advising Axum, while FBT Gibbons is advising BARCODE.
KEY QUOTES:
“We are thrilled to be partnering with BARCODE; it further advances our strategy and commitment to collaborate with distinctive health and wellness consumer brands, alongside exceptional founders, operators, cultural leaders and athletes, to accelerate growth, drive operational excellence, and create long-term value.”
Muhsin Muhammad, Managing Partner at Axum Capital Partners
