‘This Product Has Won a Championship’: Inside Barcode, the New Kyle Kuzma-Backed Sports Drink

Emma Betuel
Emma Betuel is a science and health reporter. Her work has appeared in Inverse, Future Human, and Texas Monthly, among others publications.
‘This Product Has Won a Championship’: Inside Barcode, the New Kyle Kuzma-Backed Sports Drink

The orange Gatorade cooler is a staple on the bench of nearly every professional sport. But according to Mubarak Malik, the former New York Knicks training director, there are few athletes who actually drink the cooler's offerings.

"It's a marketing ploy," Malik said. "I'd say about 80% of players just drink water, the other half just just drink hydration tablets."


About 10 years ago, Malik started creating his own sports drinks at home. "Back then, I felt like we were just way behind in nutrition," he said. He started a pilot project, creating different formulations and giving them to athletes for testing. Last year, he met Kyle Kuzma, the Lakers' small forward, through a mutual business partner. He gave Kuzma a beverage to test out during the NBA finals. "We decided to become business partners soon after," he said.

This year, both Kuzma and Malik are taking that drink public, with the launch of a beverage company called Drink Barcode (the drink itself is just called Barcode). The company has six full time employees, is headquartered in Los Angeles and raised $5 million in funding (Malik said Drink Barcode isn't seeking additional funding at the moment). The drink is currently available online through Barcode's website, but Malik said it will be available at six Erewhon locations in Los Angeles on June 1.

Barcode consists largely of a combination of coconut water, regular water, and three key ingredients: vitamin D, magnesium, and adaptogens, which are plant and mushroom extracts. It's a bit of a departure from traditional sports drinks, but Malik is betting that athletes, professional or otherwise are looking for something different.

Former New York Knicks training director Mubarak Malik

Traditionally, sports drinks either help provide a quick burst of energy during a workout, like a traditional Gatorade, or are used to help aid recovery, like Gatorade's G Series Recover. Depending on what niche the drink wants to occupy, it might lean more heavily into one camp or the other. The in-game options might provide sugar and carbohydrates. The post-game option might combine carbohydrates with protein to aid recovery.

A newer generation of drinks, like Barcode, is looking to do things differently. Barcode, Malik said, is supposed to be used during games, before games, or by non-athletes who aren't working out. Carbohydrates, sugars, and proteins aren't the focus – Barcode contains just 2 grams of sugar, 6 grams of carbohydrates and no protein. Malik explains the protein's absence: "The recovery inducing properties come from the adaptogens and vitamin D."

The concept that adaptogens and vitamins might be the next frontier in performance drinks, though not definitively proven, is spawning a new cadre of drinks.

There's Gatorade's Bolt24, which advertises high levels of vitamins A and C, or BodyArmor Lyte, which has no added sugar. These are "functional beverages," intended to be light on carbs, calories and sugar, and, in theory, made for drinking during exercise or during the day, just as Barcode is.

Traditional Gatorade still commands 72% of the sports drink market share, but "functional beverage industry"—performance-oriented drinks that include nutrients —is expected to grow at a compound annual growth rate of 8% after 2021. The largest segment of the functional beverage industry, according to Research and Markets Report, is the health and wellness sector.

Barcode leans especially hard into the wellness aspect of its formula. Barcode's "adaptogen-rich" descriptor refers to the presence of mushroom and plant extract that have been studied in herbal medicine circles, but are relatively new to sports performance drinks. The watermelon version of the drink contains a cordyceps fungus extract. The lemon lime flavor contains extract from a plant called rhodiola rosea, Malik said.

There are a handful of scientific studies on the efficacy of mushroom extracts, particularly for cordyceps. Some do suggest anti-inflammatory properties and immune boosting potential. As for rhodiola rosea, the European Medicines Agency does note that it "can be used for the temporary relief of symptoms of stress, such as fatigue or sense of weakness."

Still, this research is relatively anecdotal. Guillermo Escalante, a professor of kinesiology at California State University, San Bernardino cautions that research into adaptogens is in its early stages. "I would say it's way too early to completely say that they don't work, but it's way too early to say that they're the next greatest thing, he said. "I think the verdict is still out."

Adaptogens aside, Barcode may be able to bridge the gap between sports drink and wellness drink because of its low sugar content. One of the most common criticisms of sports drinks is that they're more like sodas than performance beverages, and not needed by the majority of athletes, especially adolescents.

If most people have eaten about two hours before exercising, "that's going to cover you during your workout," said Escalante. Those athletes might not need a quick bit of carbohydrates or sugar to keep going.

Barcode, which aims to keep one foot in the world of elite athletics and one in the regular world, does seem to have kept sugar and calorie levels low enough to stay out of soda territory.

It contains about 2 grams of sugar and 30 calories compared to Bolt24's 19 grams of sugar and 80 calories, and BodyArmor's 21 grams of sugar and 90 calories.

"Athletes are being funneled to healthier food during the season, so their palettes are being trained to have a healthier product that's not super sweet. But it also is sweet enough to feed that need of having a sugary drink that they've been relying on for years," he said.

Barcode's sweetness has been refined to reflect the increasingly picky palettes of elite athletes, an important step, because it's their reactions to the drink, and use of it that will probably dictate its success—as would on-court achievement.

Sports drinks often become household names through association with athletic achievement. In 1965, Gatorade was invented at the University of Florida. In 1966, the Florida Gators won the Orange Bowl for the first time. In 1969, the Kansas City Chiefs were the first NFL team to use Gatorade. That year they also won Super Bowl IV.

Barcode could have a similar origin story. Malik said he's tested the drink in real games, and confirms that Kuzma was drinking Barcode during last season's NBA finals.

"This product has won a championship," he said.

Wonder Dynamics: Redefining the Animation Landscape
Wonder Animation

🔦 Spotlight

Happy Friday, LA!

Wonder Dynamics, a Los Angeles-based company founded by Tye Sheridan and Nikola Todorovic, has launched Wonder Animation, a beta feature that is poised to transform the landscape of video production. Acquired by Autodesk in May, Wonder Dynamics is leveraging this innovative tool, which harnesses artificial intelligence to turn standard video footage into captivating 3D animated scenes, making sophisticated animation techniques more accessible to filmmakers of all budgets.

Wonder Animation allows creators to shoot from multiple angles, with the AI reconstructing these shots into a dynamic 3D space. This functionality enables filmmakers to seamlessly blend live-action scenes with interactive virtual environments while preserving original camera movements. Users can customize various aspects, including animations, characters, lighting, and camera tracking data, and the tool integrates smoothly with popular software like Maya, Blender, and Unreal Engine.

What sets Wonder Animation apart is its emphasis on artistic control. Unlike many AI tools that impose rigid outcomes, this feature empowers creators to guide their projects, ensuring that their unique style remains front and center.

As the boundary between video and 3D animation blurs, Wonder Animation invites creators to experiment and innovate in exciting ways. This development marks a significant step forward in digital storytelling, democratizing access to high-quality visual effects and making sophisticated animation achievable for a broader range of filmmakers.

With the global animation market projected to reach approximately $400 billion in 2024 and grow to over $587 billion by 2030—reflecting a compound annual growth rate (CAGR) of about 5%—tools like Wonder Animation are more relevant than ever. This growth underscores the increasing demand for animated content and highlights the necessity of innovative solutions to meet filmmakers’ evolving needs. For those looking to elevate their storytelling, Wonder Animation may just be the key to unlocking new creative horizons. According to Statista, this upward trend in the animation market emphasizes the significant opportunities ahead.


🤝 Venture Deals

LA Companies

  • Evite, an online platform enabling users to design, send, and manage digital invitations and eCards with tools for event organization and guest tracking, has received a strategic growth investment from Francisco Partners to accelerate innovation and expand its product offerings. - learn more
LA Venture Funds
  • F4 Fund participated in a $4.1M Pre-Seed funding round for Further, a platform designed to help first-time homebuyers determine how much home they can afford by providing personalized insights on interest rates and lender requirements, giving users a clear view of their purchasing power. - learn more
  • Alexandria Venture Investments participated in a $10M Seed funding round for CrossBridge Bio, a company focused on developing advanced dual-payload antibody-drug conjugate (ADC) therapies, with the funds supporting preclinical development of its next-generation cancer treatments. - learn more
  • Clocktower Ventures participated in a $5.6M Series A funding round for Morada Uno, a startup in Mexico focused on making apartment rentals easier by providing a platform that connects tenants with landlords and simplifies processes like lease agreements and rent payments. - learn more
  • Skyview Capital participated in a $5M Series A funding round for Web3 chain game A-World, a tower defense battle game set in the metaverse on the BNB Chain, where players build hero towers to defeat waves of monsters. - learn more

      LA Exits

      • Drive Hospitality, a leading provider of personalized parking and hospitality services, including valet, concierge, bell services, parking management, and advanced technology integration, has been acquired by Propark Mobility. - learn more
      • Vebu Labs, located in El Segundo and specializing in custom automation solutions for the food industry—including the innovative 'Autocado' system that automates the peeling, coring, and scooping of avocados to enhance operational efficiency—will be acquired by Serve Robotics. - learn more

            Download the dot.LA App

            Big Wins: Dodgers Take the Title ⚾, ChatGPT Levels Up🚀

            🔦 Spotlight

            Happy Friday, LA! It’s been a week of big wins, on and off the field. 🎉

            ⚾️ First up, let’s talk Dodgers. With a thrilling 7-6 comeback victory over the Yankees in Game 5, the Dodgers clinched their eighth World Series title, their first since 2020. The city is buzzing, and fans are ready to celebrate! A parade kicks off this morning at 11 a.m., starting at City Hall and winding down to Flower Street, with a ticketed celebration at Dodger Stadium for those wanting to keep the festivities going.

            Image Source: Dodgers

            💻 Meanwhile, in the tech, OpenAI just rolled out a game-changing update for ChatGPT. Plus and Enterprise users can now access real-time internet search, powered by Microsoft Bing, bringing ChatGPT's responses fully up-to-date. This means users can now ask about the latest news, hotspots, or recent LA startup announcements, and ChatGPT will pull in fresh, relevant answers directly from the web. Previously limited to information up to 2021, ChatGPT’s new browsing capabilities make it a valuable digital assistant for anyone needing real-time insights in fast-paced industries like tech and entertainment.

            Image Source: ChatGPT

            🔍 The real-time search feature also includes “Browse with Bing,” allowing ChatGPT to source information from multiple sites for detailed answers to complex questions. Whether you’re exploring the latest venture capital trends in LA or curious about the best local spots, ChatGPT’s new browsing power helps you stay ahead with the latest info. This leap forward in AI functionality makes ChatGPT even more versatile and powerful for everyone, from business owners to everyday users.

            From the Dodgers’ World Series win to OpenAI’s latest ChatGPT update, there’s a lot to celebrate in LA this week. Here’s to champions, innovation, and a city that’s always pushing boundaries. 🌆✨


            🤝 Venture Deals

            LA Companies

            • Final Boss Sour, a Los Angeles-based gaming-themed snack company specializing in healthier sour snacks, has raised a $3M Seed funding round led by Science Inc. to expand its product offerings and operational capabilities. - learn more
            LA Venture Funds
            • Smash Capital led a $50M Series B round for Read AI, a productivity-focused AI company, bringing its total funding to $81M. The company offers a platform that enhances meeting efficiency through features like note-taking, summarization, and transcription. Additionally, Read AI introduced "Read AI for Gmail," a free Chrome extension that integrates information from various applications, reducing the need to switch between apps. The funds will be used to increase the company's headcount in engineering, data science, and business teams. - learn more
            • Distributed Global participated in a $25M funding round for Nillion, a company that provides decentralized privacy solutions designed to secure sensitive data using advanced technologies like secure multi-party computation. - learn more
            • Act One Ventures participated in a $5M Seed funding round for Latii, a construction materials supply chain startup, to enhance its platform that connects contractors with suppliers, aiming to streamline procurement processes and reduce costs in the construction industry. - learn more
            • SmartGateVC participated in a pre-seed funding round for Ritual Dental, a company revolutionizing dental care by integrating advanced technology and microbiome science to provide personalized, preventive treatments. - learn more

                Download the dot.LA App

                Billion-Dollar Milestones and Snapchat’s New Features

                🔦 Spotlight

                Happy Friday Los Angeles!

                This week’s spotlight showcases LA’s thriving tech scene, featuring Snapchat’s latest feature updates and two local startups Liquid Death and Altruist, making TechCrunch’s Unicorn List for 2024.

                Image Source: Snap

                Snapchat’s recent fall updates bring fresh features, including a new iPhone camera shortcut for instant snaps, Halloween-inspired AI-powered Lenses, and Bitmoji costumes inspired by Mean Girls and Yellowstone. Bitmoji stickers now reflect trending Gen-Z expressions like “slay” and heart symbols for added flair in chats. Plus, the “Footsteps” feature on Snap Map allows users to track their past adventures privately, adding a nostalgic touch.

                Image Source: Liquid Death

                ICYMI, two LA startups joined the Unicorn Club—achieving valuations over $1 billion. Liquid Death, based in Santa Monica, is a canned water company with edgy branding and a humorous sustainability focus. Known for viral marketing and brand partnerships, it redefines bottled water as a lifestyle brand and environmental statement. In March, Liquid Death closed $67 million in strategic financing, raising its total funding to over $267 million and valuing it at $1.4 billion.

                Image Source: Altruist

                Altruist, a Culver City-based fintech platform, offers financial advisors streamlined tools to better serve their clients. With a user-friendly investment and account management platform, Altruist has gained strong traction in the finance world. In May, it announced a $169 million Series E funding round, bringing its total funding to over $449 million and earning a valuation of $1.5 billion.

                Together, Liquid Death and Altruist exemplify LA’s capacity for innovation across diverse sectors, from lifestyle branding to fintech. Whether reshaping financial tools or redefining sustainable branding, these companies showcase LA’s unique entrepreneurial spirit. Go LA!

                Check out TechCrunch’s 2024 Unicorn List here. And don’t miss Snapchat’s latest features—perfect for adding some fun, connection and maybe a few selfies this weekend!


                🤝 Venture Deals

                LA Companies

                • Freeform, a company bringing AI to metal 3D printing, raised $14M in funding from NVIDIA’s NVentures and AE Ventures to further develop its AI-powered 3D printing technology for industrial-scale production. - learn more
                LA Venture Funds
                • Anthos Capital participated in a $70M Series D round for Carbon Robotics, which develops AI-powered robotics for precision agriculture, and the funding will be used to accelerate the growth of its autonomous weeding technology. - learn more
                • Anthos Capital participated in a $3.5M seed round for Plasma Network, aimed at expanding access to USDT stablecoins on the Bitcoin network, with the investment supporting the network’s growth and efforts to enhance stablecoin accessibility through the Lightning Network. - learn more

                LA Exits


                    Download the dot.LA App

                    RELATEDEDITOR'S PICKS
                    Trending