NOBULL has a new playbook.
What’s happening: The athletic apparel brand secured $50M in funding at a $1B valuation, per Front Office Sports, with equity investor Tom Brady discontinuing his TB12 brand to launch NOBULL Nutrition.
All in. Thinking beyond CrossFit, BODYARMOR founder Mike Repole bought the brand in 2023 and absorbed Tom Brady’s performance nutrition brand – putting the duo’s vision for a “complete wellness company” into motion.
Shuttering TB12, Brady will scale NOBULL’s supplements business, starting with grass-fed protein and electrolyte powders.
Sports x culture. Targeting an entire culture over single categories, NOBULL is seeking to be the bridge between elite sport and everyday well-being.
Adding to its ethos, the former CrossFit Games title sponsor has landed partnerships with the NFL Combine and NHL while flipping influential fitness endorsements — signing Peloton star Robin Arzón away from adidas and Livvy Dunne from Vuori.
Looking ahead: As activewear threatens to unravel into identity-driven monoculture, performance wellness is a growth driver NOBULL can leverage to outfit consumers’ entire stack.
