Tom Brady’s TB12, Nobull Merge To Form Nutrition & Apparel Giant
The NFL legend joins Mike Repole, who bought Nobull last summer and has a history of partnering with Hall of Fame athletes
The most decorated football player of all time is going deep once again, this time in health and wellness. Tom Brady, seven-time Super Bowl Champion and the NFL’s all-time passing leader, is merging his supplement and nutrition brand TB12 with training apparel and footwear company Nobull, the sides announced Tuesday.
As part of the deal, Brady becomes the company’s second-largest shareholder, trailing only Mike Repole, who bought Nobull last July. Repole has a history of working with Hall-of-Fame athletes, previously partnering with late NBA legend Kobe Bryant to grow BodyArmor, which he later sold to Coca-Cola for $5.6 Billion in 2021. Repole did the same with Glaceau, the maker of Vitaminwater and Smartwater, in 2007.
“I wanted to do something really big,” Repole told CNBC of the deal with Brady. “I think Nobull has a chance here to be this epic historic brand — playing in a space of health and wellness, through sneakers, apparel, nutrition mentality and really helping people with adversity, resilience, grit.”
Financial terms of the deal weren’t disclosed.
Founded in 2015 by former Reebok executives Marcus Wilson and Michael Schaeffer, Nobull primarily sells footwear but also athletic apparel and accessories such as headbands, bags, hats and more. Nobull ensures that Brady’s “No BS” attitude is well ingrained in its line of products to help consumers become the best versions of themselves.
TB12 sells protein and electrolyte powders in a variety of flavors. The brand also offers a line of supplements categorized as sleep, perform, recover and protect, designed to enhance a user’s strength, hydration, energy and focus, recovery and immunity.
“I’ve been blessed to be surrounded with the most amazing teammates my entire career, and I feel fortunate to be joining another team that’s going to inspire the next generation of people to push themselves to be better!,” Brady wrote about the deal on social media. “This wouldn’t be possible without Mike Repole, a great friend of mine who I have spent the past few talking with about my own journey. We’ve pushed each other to get better every day and now it’s time to bring this attitude to the world.”
The merger also makes Brady an official partner with the league he dominated for more than 20 years. The NFL invested in Nobull in 2022 via the league’s venture capital fund. As a result, Nobull sponsored the NFL Scouting Combine last year and will do so again this spring.