Barcode (drink)

[2][3][4] At the time, Kuzma was on the Los Angeles Lakers,[2] while Malik previously worked with the New York Knicks of the National Basketball Association (NBA) from 2013 to 2020.

Due to health issues in his family, such as diabetes, Malik was averse to the sugar content in "big name sports drinks on the market".

[2] He paused work on the formula due to his role with the Knicks, but would revisit the endeavor after training for a marathon, still unhappy with sports drinks dominating the market.

[2][4] Writing for Forbes, Kristi Dosh quoted Malik stating "why is it we don't have the same type of product at a smaller level—a nontoxic level—to stimulate enough of the antiviral, the anti-inflammatory, the antioxidant chemistry so we can continue to improve our strength?

[10] In July 2023, the NBA's then most recent first-overall pick, San Antonio Spurs center Victor Wembanyama, became a brand ambassador for Barcode.

[9][11] Other public figures to have openly praised the product include Halle Berry, Kelly Rowland, and Derrick Rose.