Barcode

It’s still early, but after just four years in the game, Barcode is shooting with a hot hand. The upstart brand -- created by Bar Malik, an experienced sports trainer and former head of player performance with the NBA’s New York Knicks -- got off the blocks strong in 2021, profiting from Malik’s formidable combination of sports nutrition expertise and deep connections in the league (Kyle Kuzma of the Washington Wizards is a co-founder). Its novel approach won over scouts from top retailers and DSDs eager for innovative hydration products capable of taking share from Gatorade and BodyArmor.

Barcode has been doing exactly that, and in 2024 its momentum accelerated. Continuing to work from its winning playbook, Barcode has gone deeper with its NBA partners; after scoring a deal with the Brooklyn Nets at the end of 2023, this year saw Barcode team up with the Miami Heat and San Antonio Spurs -- home to Barcode investor/partner Victor Wembanyama -- as both teams’ official performance drink, and as a concession in Miami’s Kaseya Arena. Former NBA star Metta World Peace (née Ron Artest) has backed the company with investment through his wellness-focused fund, True Skye Ventures.

That traction has attracted authentic partnerships taking the brand outside of sports and into broader lifestyle and culture: see the arrival of hip hop legend Jadakiss as an investor and ambassador this summer (complete with his own signature flavor, Blue Kiss) or its Erehwon smoothie collab with Winnie Harlow.

Blending a science-driven approach with a growing constellation of the NBA’s most promising young stars, Barcode has set a course to become the hydration drink of choice for a new generation of athletes and fans.