Axum Capital Partners Announces Acquisition of BARCODE

NBA All-Star Victor Wembanyama Continues as Shareholder and Strategic Partner

CHARLOTTE, N.C.--(BUSINESS WIRE)--Axum Capital Partners (“Axum”) today announced that the firm has agreed to acquire a controlling interest in BARCODE, a better-for-you, performance hydration brand, in partnership with NBA All-Star Victor Wembanyama.

"I'm incredibly excited to partner with Axum and look forward to working closely with the team as we execute BARCODE’s next chapter of growth," said Wembanyama. "I believe we have a great opportunity to establish a leading transformative hydration platform across the wellness space."

The transaction, which is expected to close during the third quarter of 2026, represents a significant milestone in BARCODE’s journey – 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.

“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,” said Muhsin Muhammad, a Managing Partner at Axum. “With 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,” said Muhammad.

DLA Piper is serving as legal counsel to Axum in support of the transaction.

About Axum Capital Partners

Axum 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.

About BARCODE

BARCODE 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.