The next generation of premium hydration company, BARCODE, launched by seasoned NBA coach and professional trainer Mubarak Malik (Bar), has officially onboarded NCAA superstar athlete, Deja Kelly, as an investor and brand ambassador.
This newly signed partnership marks the first long-term equity deal for Deja, a University of North Carolina sophomore and women’s basketball team point guard, who also becomes BARCODE‘s first-ever female name, image and likeness (NIL) shareholder. It also adds to Deja Kelly’s growing portfolio, including Dunkin’, Postmates, and Outback Steakhouse®.
“Innovation and empowerment are core to who I am as a woman and an athlete,” says Deja. “It’s incredible to be an ambassador to a company that shares those values, and to own a piece of such a rapidly growing business.”
BARCODE will also become the official hydration partner of Deja Kelly’s Women’s Empowerment and Basketball Camps launching in San Antonio and Dallas in Summer 2022. The camps are designed for young women in Middle and High School to learn the fundamentals of basketball training, leadership, and essential life skills. BARCODE will be the official drink sponsor and provide its refreshing beverages boosted with multivitamins, ashwagandha, and magnesium. Bar will also be on hand to give motivational speeches about entrepreneurship.
“Our partnership with Deja Kelly is a no-brainer,” says Bar. “Her athletic excellence and unwavering commitment to healthy living align perfectly with our missions and value at BARCODE. We’re proud to have Deja join our team and help more consumers unlock their greatest potential through nutrition and lifestyle.”
Deja will be playing in the ACC Conference Tournament starting Friday, March 4th at 11am ET.
I have over 10 years of experience in the retail industry including expertise in marketing, operations, merchandising, buying, shopping and technology. I am a former senior managing director of The School of Retailing, University of Alberta. My education includes a Bachelor of Commerce Degree from The University of Alberta in Marketing, Certificate in Real Estate and a Diploma in Fashion Merchandising and Buying from LasSalle College, a Canadian private school founded in 1959 by fashion designer Jean-Paul Morin.