NOBULL is becoming a wellness company.
The news: Tom Brady is teaming up with billionaire entrepreneur Michael Repole under the NOBULL banner.
- Repole acquired the training and apparel company last year.
- Brady’s merging his nutrition company TB12 and BRADY brand apparel line with NOBULL.
- Brady becomes the second-largest shareholder of the combined company, which will retain the NOBULL name.
Joining forces, the pair plans to build “the complete wellness company” spanning footwear, apparel, and nutrition.
Teaming up. Rooted in the CrossFit community, NOBULL’s performance ethos resonated with fitness-seekers and athletes. Valued at $500M in 2021, the brand’s trajectory slowed in recent years — with layoffs affecting 35% of the staff last May.
Stepping in, Repole—who made a fortune by co-founding and selling sports drinks vitaminwater and BODYARMOR to Coca-Cola—acquired a majority stake in July of 2023, plotting the company’s next act.
Now, linking with Brady, Repole believes NOBULL can be a billion-dollar company. But, instead of going head-to-head with the likes of Nike, complementing activewear with health, wellness, and nutrition will set it apart.
Of note, this deal marks a shift away from TB12 performance and recovery centers — the company’s Foxboro location closed in October after 10 years. Changing course, consumer products, not physical locations, appear to be the path forward.
Punchline: From Nike to lululemon to Alo, modern-day activewear brands aren’t just selling apparel; they’re selling a lifestyle. Reorienting around wellness and Tom Brady’s star power, NOBULL wants to corner the market.
