When drinking just plain water isn’t cutting it for optimal hydration, celebrities are turning to “fitness waters” to do the drink. Barcode is a plant-based fitness water that has found praise from celebrities such as Halle Berry, Kelly Rowland, and Derrick Rose for its natural ingredients and health benefits.

For her part, Berry has been on a wellness journey since being diagnosed with diabetes, which she manages through lifestyle changes and shares through her digital wellness community Respin. “When I realized that I had a disease that I could actually manage by my diet and exercise, and live longer and stay healthier?” Berry told Harper’s Bazaar last year. “That’s when I got really committed to making fitness and exercise and diet a real part of my life.”

Last year, professional basketball phenomenon Victor Wenbanyama—the number one overall 2023 NBA Draft pick—joined the brand as an ambassador. 

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“I’m conscious of the ingredients I put into my body to ensure I stay healthy and perform at the highest level,” Wembanyama said in a statement. “The partnership with Barcode allows me not only to be a spokesmodel but a role model.” 

Last October, Barcode also became the official hydration partner of the Brooklyn Nets in a three-year deal that will integrate its products into team practices and games, promoting enhanced athletic performance and recovery for the players.

But why is hydration so important and what is Barcode fitness water exactly? 

Why hydration is important

Hydration plays a crucial role in maintaining various aspects of health and well-being. It is essential for regulating body temperature, ensuring joints are well-lubricated, and enabling organs to function optimally. Water is vital to the body’s nutrient delivery to cells and waste removal, maintaining overall health.

Adequate hydration is pivotal for enhancing physical performance. It helps maintain normal muscle function and reduce fatigue during intense physical activities or long-duration sports. This is crucial as dehydration can significantly impair performance. Moreover, hydration is essential for cardiovascular health as it helps maintain blood volume, allowing the heart to pump blood more efficiently and reduce cardiovascular strain. This also prevents conditions such as hypertension from worsening.

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Proper hydration also supports kidney function by aiding in the elimination of waste through urine, thus reducing the burden on the kidneys and preventing conditions like kidney stones.

There is also a significant link between hydration and brain function. Adequate hydration can improve mood, memory, and focus, while even mild dehydration can impact cognitive functions and mood, leading to increased anxiety and fatigue.

The daily hydration needs vary based on individual factors such as age, weight, climate, and physical activity levels, which means people who are more active or live in hotter climates may require more water. 

What is Barcode fitness water?

Fitness water, also known as sports water, is designed to hydrate the body before, during, or after physical activity. Unlike regular water, fitness waters often contain added vitamins and minerals to enhance hydration and support overall wellness. 

Fitness water is part of the global sports hydration market, valued at approximately $3 billion in 2022 and projected to grow into a $5.3 billion market by 2033. This upward trend reflects the rising awareness of the benefits of proper hydration and the growing popularity of fitness activities worldwide.

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Barcode was created as a premium sports drink that merges the benefits of organic coconut water with a powerful mix of vitamins, minerals, and plant extracts known as adaptogens, which include ingredients such as ashwagandha and shiitake mushroom extract. These adaptogens help the body manage stress and fatigue, boost immunity, and enhance recovery and performance.

Founded by Mubarak “Bar” Malik (the “Bar” in Barcode), a former athletic performance director for the New York Knicks and Los Angeles Lakers, Barcode was developed to provide an alternative to traditional sports drinks, focusing on natural, plant-based ingredients without added sugars.

“I spent about 2.5 years making it and then I started giving it to all the players, who liked it,” Malik said in a statement. “After some time, I started bringing it to people outside the gym and noticed that other people also liked it.”

Each serving of Barcode features only 30 calories and delivers 12 vitamins and minerals, including 50 percent of Vitamin D3 and 35 percent of daily magnesium intake. The hydrating beverages also come in five flavors: Watermelon, Lemon Lime, Concord Grape, Black Cherry, and Malibu Punch. 

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The “code” part of Barcode stands for the unique DNA each individual possesses, reflecting their personal path, purpose, or destiny. This concept underlines the brand’s philosophy that everyone—from Serena Williams to Beyoncé—has their own “code” that drives their authentic life choices and wellness practices. 

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