LOS ANGELES — Barcode, a functional hydration startup founded by a National Basketball Association coach, closed $2.2 million in its latest funding round.
Founder Mubarak Malik has spent decades training professional athletes and celebrities. He currently is working with the Los Angeles Lakers and was the former head of performance for the New York Knicks. He launched Barcode less than a year ago as an alternative to traditional hydration beverages made with added electrolytes.
Positioned as a low-sugar, nutrient dense and functional alternative to market incumbents, the sports drink is boosted with multivitamins, ashwagandha and magnesium to help increase full body resiliency. Varieties include lemon-lime, watermelon and pinot noir, with each 12-pack sold for $48.
Initially a digitally native brand, Barcode has secured distribution partnerships with Los Angeles Distribution and Erewhon Market. It has become a top-performing sports…