Wembanyama Signs With Barcode Fitness Drink, Foreshadowing $150M In Deals
Thursday, July 13, 2023 at 06:52PM By Barry Janoff
Photo: Jamie Pearl, BarcodeJuly 13, 2023: Victor Wembanyama stands 7’4” with an eight-foot wingspan, but his marketing potential is much bigger than that.
Wembanyama, the No. 1 overall pick of the 2023 NBA Draft by the San Antonio Spurs, has added to his Nike deal by signing as an investor, brand partner and spokesperson for Barcode fitness drink.
Los Angeles-based Barcode was developed and co-founded by Mubarak "Bar" Malik, former New York Knicks and Los Angeles Lakers Director of Performance with NBA player Kyle Kuzma.
Barcode said Wembanyama would “play a vital role in sharing Barcode's fundamental values, as well as participating in their philanthropic initiatives.”
The 19-year-old from France has taken an equity investment in the company, will be involved with research and development on future products and will appear as the face of the brand in digital, out-of-home and in-store advertising.
"I'm conscious of the ingredients I put into my body to ensure I stay healthy and perform at the highest level," said Wembanyama via Barcode.
"The partnership with Barcode allows me not only to be a spokesmodel, but a role model. I want to be elite, on and off the court, and want my body to be the healthiest it has ever been. That's why I chose Barcode over anything else."
Wembanyama’s Nike deal preceded his arrival in the NBA while he was playing in France. The shoe company could be preparing a massive new contact for the NBA rookie, potentially topping $100 million with a signature shoe and apparel line, according to industry analysts.
His overall sponsorship roster is unlimited and could exceed $150 million if his on-court play lives up to expectations, according to analysts.
He recently appeared on a limited-edition Topps Now card pictured in a New York Yankees jersey when he threw out a ceremonial first pitch in Yankee Stadium prior to the NBA Draft in June. It sold out in the one day it was made available.
ESPN and the NBA said Wembanyama’s first game with the San Antonio Spurs on July 7 was the second most-watched game in NBA Summer League history with 1.39 million viewers on ESPN.
It was topped only by Zion Williamson’s Summer League debut July 5, 2019 as the most-watched Summer League game on record (New Orleans Pelicans vs. New York Knicks: 1.61 million.
He has 2.7 million followers on Facebook, 2.4 million on Instagram.
Wembanyama’s agent is Bouna Ndiaye.
"I'm so proud of Barcode's rapid growth, and having Victor join our team further places us as a breakout brand disrupting the beverage industry," said Kuzma via Barcode.
"Victor's skillset and determination, on and off the court, align with our values at Barcode, and we're excited to be working with him as he begins his NBA career and establishes himself as a successful businessman."
Barcode said it has recently undergone a valuation of $30 million and has expanded its retail availability to include HEB, Krogers, Safeway/Albertsons,Buc-Cee's and 7-Eleven, mainly in the Texas market.
Investors also include Carmelo Anthony, Gervonta Davis, Derek Fisher, Jordan Clarkson, Chelsea Gray, Jae'sean Tate, Isaiah Hartenstein, Wayne Ellington and Lexie Brown.
Back to Home Page