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<\/a><\/a>\n\"I'm incredibly excited to partner with Axum and look forward to working closely with the team as we execute BARCODE\u2019s next chapter of growth,\" said Wembanyama. \"I believe we have a great opportunity to establish a leading transformative hydration platform across the wellness space.\"<\/p>
\nThe transaction, which is expected to close during the third quarter of 2026, represents a significant milestone in BARCODE\u2019s journey \u2013 which began early on with NBA champion and co-Founder, Kyle Kuzma, and has included notable cultural and athlete brand advocates Halle Berry, Kelly Rowland, Derrick Rose, Chelsea Gray and Carmelo Anthony, among many others.<\/p>
\n\u201cWe 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,\u201d said Muhsin Muhammad, a Managing Partner at Axum. \u201cWith the global health and wellness food and beverage market expected to exceed $2 trillion by 2033, Axum is reinforcing its commitment to backing category-defining health and wellness brands,\u201d said Muhammad.<\/p>
\nDLA Piper is serving as legal counsel to Axum in support of the transaction.<\/p>
\nAbout Axum Capital Partners<\/b><\/p>
\nAxum Capital Partners is a Charlotte-based private equity firm focused on investing in health and wellness-oriented food and beverage brands and operators. The firm partners with founder-led and high growth companies, combining deep sector expertise with strategic, operational, and cultural insights to help scale enduring consumer brands and operators. Through its proprietary value-creation platform, The Axum Edge, Axum leverages an extensive network across business, sports, entertainment, and consumer industries to support long-term value creation. For more information, visit www.axumcp.com<\/a>.<\/p> \nAbout BARCODE<\/b><\/p> \nBARCODE Performance Water is the first-ever premium, all-natural performance and hydration drink on the market. BARCODE is plant-based with added benefits and ingredients including Vitamins D, B6, B12, magnesium, ashwagandha, and no added sugar. BARCODE Performance Water offers a functional alternative to sugar-packed sports drinks and is perfectly designed to optimize overall health. For more information, visit www.drinkbarcode.com<\/a>.<\/p>