Even though his playing days are behind him, Tom Brady is continuing to make moves.
The NFL icon’s TB12 nutrition brand, his Brady Brand apparel and performance training company Nobull have merged, according to a Tuesday announcement from Nobull. This merger, according to the statement, is the next step in Bodyarmor founder Mike Repole’s plan to turn Nobull into a complete wellness company.
Impact Capital, the private equity arm of Repole’s family office, announced in June 2023 that it invested in Nobull. With this merger, Nobull confirmed Brady is now the company’s No. 2 shareholder, behind Repole.
“What drew me to Nobull was the mentality of the brand, but I had a vision for the company that was much bigger than sneakers and apparel,” Repole said in a statement. “Nobull will change the game in training and nutrition and Tom is the perfect partner to start this journey with as we support those determined to reach their mental, physical and nutritional goals.”
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Repole and Brady will help shape the vision and strategy for Nobull, according to the statement, and will work closely with its management team.
“Mike and I have known each other for several years and we share an intense drive to be better every day,” Brady said in a statement. “The decision to partner with Mike and Nobull was a no-brainer. Throughout my playing career I surrounded myself with the best teammates in the game and I feel fortunate to be joining another incredible team that’s focused on inspiring the next generation of athletes and people who want to be better versions of themselves every day.”
Prior to the merger, Brady won seven Super Bowls, hitting the field as an Under Armour athlete for several of them. Under Armour confirmed with FN the deal with Brady ended in early 2023. The athlete also wore Nike and Adidas footwear during his career.
Marcus Wilson and Michael Schaeffer, two former Reebok executives, founded Nobull in 2015. The brand quickly became a favorite within the CrossFit community, and in the years since has transformed with a focus on other forms of training and fitness, including cycling, golf and more.
In recent months, Nobull has been the subject of headlines for its leadership changes and its partnerships. For instance, former Timberland global president Susie Mulder joined Nobull in December 2023 as its next COO. Months earlier, longtime chief marketing officer Todd Meleney announced his resignation in May.
What’s more, CrossFit announced at the start of January that Goruck was replacing Nobull as the new official apparel and footwear provider of both CrossFit and the CrossFit Games. Nobull had signed a three-year deal with CrossFit to become its title sponsor, as well as its footwear and apparel sponsor for the CrossFit Games, in March 2021. A CrossFit spokesperson confirmed with FN that its partnership with Nobull came to a close at the end of 2023.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
