Wemby-Backed Hydration Brand Barcode Acquired by Axum Capital Partners

NBA star Victor Wembanyama will stay on as a shareholder and strategic partner as the performance hydration brand enters its next phase of growth

Axum Capital Partners has agreed to acquire a controlling interest in Barcode, a better-for-you performance hydration brand, in partnership with NBA All-Star Victor Wembanyama. The deal is expected to close in the third quarter of 2026, the sides said.

Wembanyama first became an investor and brand partner in Barcode in 2023.

Barcode markets itself as the first premium, all-natural performance hydration drink on the market. The plant-based, sugar-free beverage is formulated with vitamins D, B6 and B12, along with magnesium and ashwagandha, positioning it as a functional alternative to traditional sports drinks.

The brand launched with NBA champion and co-founder Kyle Kuzma and has since brought on brand advocates including Halle Berry, Kelly Rowland, Derrick Rose, Chelsea Gray and Carmelo Anthony.

“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,” Wembanyama said. “I believe we have a great opportunity to establish a leading transformative hydration platform across the wellness space.”

Axum Capital Partners is a Charlotte-based private equity firm that invests in health and wellness-oriented food and beverage brands and operators, partnering with founder-led and high-growth companies to scale them through its value-creation platform, The Axum Edge. The firm’s network spans business, sports, entertainment and consumer industries.

The firm was co-founded by former NFL standout Muhsin Muhammad.

“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,” Muhammad, who serves as Axum’s managing partner, said.

“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,” he added.

DLA Piper is serving as legal counsel to Axum on the deal. Financial terms of the deal weren’t disclosed.