‘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.

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Here’s Why Streaming Looks More and More Like Cable

Lon Harris
Lon Harris is a contributor to dot.LA. His work has also appeared on ScreenJunkies, RottenTomatoes and Inside Streaming.
Here’s Why Streaming Looks More and More Like Cable
Evan Xie

The original dream of streaming was all of the content you love, easily accessible on your TV or computer at any time, at a reasonable price. Sadly, Hollywood and Silicon Valley have come together over the last decade or so to recognize that this isn’t really economically viable. Instead, the streaming marketplace is slowly transforming into something approximating Cable Television But Online.

It’s very expensive to make the kinds of shows that generate the kind of enthusiasm and excitement from global audiences that drives the growth of streaming platforms. For every international hit like “Squid Game” or “Money Heist,” Netflix produced dozens of other shows whose titles you have definitely forgotten about.

The marketplace for new TV has become so massively competitive, and the streaming landscape so oversaturated, even relatively popular shows with passionate fanbases that generate real enthusiasm and acclaim from critics often struggle to survive. Disney+ canceled Luscasfilm’s “Willow” after just one season this week, despite being based on a hit Ron Howard film and receiving an 83% critics score on Rotten Tomatoes. Amazon dropped the mystery drama “Three Pines” after one season as well this week, which starred Alfred Molina, also received positive reviews, and is based on a popular series of detective novels.

Even the new season of “The Mandalorian” is off to a sluggish start compared to its previous two Disney+ seasons, and Pedro Pascal is basically the most popular person in America right now.

Now that major players like Netflix, Disney+, and WB Discovery’s HBO Max have entered most of the big international markets, and bombarded consumers there with marketing and promotional efforts, onboarding of new subscribers inevitably has slowed. Combine that with inflation and other economic concerns, and you have a recipe for austerity and belt-tightening among the big streamers that’s virtually guaranteed to turn the smorgasbord of Peak TV into a more conservative a la carte offering. Lots of stuff you like, sure, but in smaller portions.

While Netflix once made its famed billion-dollar mega-deals with top-name creators, now it balks when writer/director Nancy Meyers (“It’s Complicated,” “The Holiday”) asks for $150 million to pay her cast of A-list actors. Her latest romantic comedy will likely move over to Warner Bros., which can open the film in theaters and hopefully recoup Scarlett Johansson and Michael Fassbender’s salaries rather than just spending the money and hoping it lingers longer in the public consciousness than “The Gray Man.”

CNET did the math last month and determined that it’s still cheaper to choose a few subscription streaming services like Netflix and Amazon Prime over a conventional cable TV package by an average of about $30 per month (provided you don’t include the cost of internet service itself). But that means picking and choosing your favorite platforms, as once you start adding all the major offerings out there, the prices add up quickly. (And those are just the biggest services from major Hollywood studios and media companies, let alone smaller, more specialized offerings.) Any kind of cable replacement or live TV streaming platform makes the cost essentially comparable to an old-school cable TV package, around $100 a month or more.

So called FAST, or Free Ad-supported Streaming TV services, have become a popular alternative to paid streaming platforms, with Fox’s Tubi making its first-ever appearance on Nielsen’s monthly platform rankings just last month. (It’s now more popular than the first FAST service to appear on the chart, Paramount Global’s Pluto TV.) According to Nielsen, Tubi now accounts for around 1% of all TV viewing in the US, and its model of 24/7 themed channels supported by semi-frequent ad breaks couldn’t resemble cable television anymore if it tried.

Services like Tubi and Pluto stand to benefit significantly from the new streaming paradigm, and not just from fatigued consumers tired of paying for more content. Cast-off shows and films from bigger streamers like HBO Max often find their way to ad-supported platforms, where they can start bringing in revenue for their original studios and producers. The infamous HBO Max shows like “The Nevers” and “Westworld” that WBD controversially pulled from the HBO Max service can now be found on Tubi or The Roku Channel.

HBO Max’s recently-canceled reality dating series “FBoy Island” has also found a new home, but it’s not on any streaming platform. Season 3 will air on TV’s The CW, along with a new spinoff series called (wait for it) “FGirl Island.” So in at least some ways, “30 Rock” was right: technology really IS cyclical.

As TikTok Faces a Ban, Competitors Prepare to Woo Its User Base

Kristin Snyder

Kristin Snyder is dot.LA's 2022/23 Editorial Fellow. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.

As TikTok Faces a Ban, Competitors Prepare to Woo Its User Base
Evan Xie

This is the web version of dot.LA’s daily newsletter. Sign up to get the latest news on Southern California’s tech, startup and venture capital scene.

Another day, another update in the unending saga that is the potential TikTok ban.

The latest: separate from the various bills proposing a ban, the Biden administration has been in talks with TikTok since September to try and find a solution. Now, having thrown its support behind Senator MarkWarner’s bill, the White House is demanding TikTok’s Chinese parent company, ByteDance, sell its stakes in the company to avoid a ban. This would be a major blow to the business, as TikTok alone is worth between $40 billion and $50 billion—a significant portion of ByteDance’s $220 billion value.

Clearly, TikTok faces an uphill battle as its CEO Shou Zi Chew prepares to testify before the House Energy and Commerce Committee next week. But other social media companies are likely looking forward to seeing their primary competitor go—and are positioning themselves as the best replacement for migrating users.


Last year, The Washington Post reported that Meta paid a consulting firm to plant negative stories about TikTok. Now, Meta is reaping the benefits of TikTok’s downfall, with its shares rising 3% after the White House told TikTok to leave ByteDance. But this initial boost means nothing if the company can’t entice creators and viewers to Instagram and Facebook. And it doesn’t look promising in that regard.

Having waffled between pushing its short-form videos, called Reels, and de-prioritizing them in the algorithm, Instagram announced last week that it would no longer offer monetary bonuses to creators making Reels. This might be because of TikTok’s imminent ban. After all, the program was initially meant to convince TikTok creators to use Instagram—an issue that won’t be as pressing if TikTok users have no choice but to find another platform.


Alternatively, Snap is doing the opposite and luring creators with an ad revenue-sharing program. First launched in 2022, creators are now actively boasting about big earnings from the program, which provides 50% of ad revenue from videos. Snapchat is clearly still trying to win over users with new tech like its OpenAI chatbot, which it launched last month. But it's best bet to woo the TikTok crowd is through its new Sounds features, which suggest audio for different lenses and will match montage videos to a song’s rhythm. Audio clips are crucial to TikTok’s platform, so focusing on integrating songs into content will likely appeal to users looking to recreate that experience.


With its short-form ad revenue-sharing program, YouTube Shorts has already lured over TikTok creators. It's even gotten major stars like Miley Cyrus and Taylor Swift to promote music on Shorts. This is likely where YouTube has the best bet of taking TikTok’s audience. Since TikTok has become deeply intertwined with the music industry, Shorts might be primed to take its spot. And with its new feature that creates compiles all the videos using a specific song, Shorts is likely hoping to capture musicians looking to promote their work.


The most blatant attempt at seducing TikTok users, however, comes from Triller, which launched a portal for people to move their videos from TikTok to its platform. It’s simple, but likely the most effective tactic—and one that other short-form video platforms should try to replicate. With TikTok users worried about losing their backlog of content, this not only lets users archive but also bolsters Triller’s content offerings. The problem, of course, is that Triller isn’t nearly as well known as the other platforms also trying to capture TikTok users. Still, those who are in the know will likely find this option easier than manually re-uploading content to other sites.

It's likely that many of these platforms will see a momentary boost if the TikTok ban goes through. But all of these companies need to ensure that users coming from TikTok actually stay on their platforms. Considering that they have already been upended by one newcomer when TikTok took over, there’s good reason to believe that a new app could come in and swoop up TikTok’s user base. As of right now, it's unclear who will come out on top. But the true loser is the user who has to adhere to the everyday whims of each of these platforms.


We Asked Our Readers How They’re Using AI in a Professional Setting. Here's What They Said

Decerry Donato

Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

We Asked Our Readers How They’re Using AI in a Professional Setting. Here's What They Said
Evan Xie

According to Pew Research data, 27% of Americans interact with AI on a daily basis. With the launch of Open AI’s latest language model GPT-4, we asked our readers how they use AI in a professional capacity. Here’s what they told us:

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