The move comes after Brady’s TB12 supplement and sports performance line merged with activewear brand Nobull in 2024
Tom Brady is officially closing the chapter on TB12.
In an Instagram post, the Super Bowl champion announced that TB12 Sports, the performance and recovery brand he co-founded in 2013, is coming to a close, thanking fans and customers for their support over the years.
“Your support has made TB12 a brand and community I’m proud of,” Brady wrote. “After an incredible run, TB12 is winding down.”
But Brady isn’t leaving the wellness space. Instead, he’s pivoting to a new venture: Nobull Nutrition, a new extension of its performance footwear and apparel brand.
“I’m excited to share the next chapter,” he wrote. “No-bullshit products designed to help people get better mentally, emotionally and physically.”
The move deepens Brady’s relationship with Nobull. In 2024, he merged TB12 with the brand and became its second-largest shareholder, behind billionaire entrepreneur Mike Repole, who co-founded and sold beverage brands Vitaminwater and Bodyarmor to Coca-Cola. He acquired Nobull in 2023.
On the same day as Brady’s announcement, Nobull officially announced its first-ever nutrition line, marking its expansion beyond training gear. The launch includes four protein powders, with whey and plant-based options in both chocolate and vanilla, as well as three electrolyte flavors: lemonade, fruit punch and blueberry pomegranate.
According to the brand, the products are formulated without artificial ingredients.
Nobull Nutrition is available for purchase on the brand’s website, with protein priced at $60 for a 30-serving tub and electrolytes at $25 for a 15-pack. Subscribers receive 30% off, along with gifts with purchase.
For those keeping score, this marks Brady’s second high-profile move in the wellness space this month, after he joined telehealth startup and GLP-1 provider eMed as chief wellness officer. He also joined AI-powered robotic massage company Aescape as its chief innovation officer last year.
Protein, for its part, is already having a banner year. The popular macronutrient has heavily influenced Starbucks, Chipotle, Shake Shack, and even new dietary guidelines, along with some unlikely players.
This month, plant-based mat brand Beyond Meat announced it’s entering the beverage space with a new protein drink line, Beyond Immerse. The sparkling beverages offer 10 or 20 grams of plant-based protein per serving across three flavors and will roll out for a limited time on the brand’s direct-to-consumer site.
