After the merger of TB12 Nutrition and Brady Brand Apparel, Tom Brady is now the second largest shareholder of performance training company Nobull

Even though his playing days are behind him, Tom Brady continues to move forward.

The NFL icon’s TB12 nutrition brand, his Brady Brand performance apparel and training company, Nobull, have merged, according to an announcement Tuesday by Nobull. This merger, according to the release, is the next step in Bodyarmor founder Mike Repole’s plan to transform Nobull into a comprehensive wellness company.

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Impact Capital, the private equity arm of the Repole family office, announced in June 2023 that it had invested in Nobull. With this merger, Nobull confirms that Brady is now the company’s second largest shareholder, behind Repole.

“What attracted me to Nobull was the mentality of the brand, but I had a vision for the company that went well beyond sneakers and clothing,” Repole said in a statement. “Nobull is a game-changer in training and nutrition and Tom is the perfect partner to start this journey as we support those who are determined to achieve their mental, physical and nutritional goals.”

Repole and Brady will help shape Nobull’s vision and strategy, according to the release, and will work closely with its leadership 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 an obvious one. Throughout my playing career, I have surrounded myself with the best teammates in the game and feel fortunate to join another incredible team that strives to inspire the next generation of athletes and people who want to be better versions of themselves every day.

Before the merger, Brady won seven Super Bowls, participating in several of them as an Under Armor athlete. Under Armor confirmed to FN that the deal with Brady has ended. The athlete has also worn Nike and Adidas shoes during his career.

Marcus Wilson and Michael Schaeffer, two former Reebok executives, founded Nobull in 2015. The brand quickly became one of the favorite brands in the CrossFit community, and over the years it has transformed with a focus about other forms of training and fitness, including cycling, golf and more.

In recent months, Nobull has made headlines for its leadership changes and partnerships. For example, former Timberland Global President Susie Mulder joined Nobull in December 2023 as its next COO. A few months earlier, longtime marketing director Todd Meleney announced his resignation in May.

Additionally, CrossFit announced in early January that Goruck would replace Nobull as the new official apparel and footwear supplier of 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 to FN that its partnership with Nobull ended at the end of 2023.

About the Author

Peter Verry is senior news and features editor for athletics and outdoors at Footwear News. He oversees coverage of these two ultra-competitive and rapidly evolving markets, which includes conducting in-depth interviews with industry leaders and writing articles on sneakers and outdoor footwear. He’s a lifelong sneakerhead (and shares his latest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds a master’s degree in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.

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