NFL Tom Brady, the legendary quarterback who played in the NFL for 23 seasons, spent his first 20 seasons with the New England Patriots and was central to the franchise’s dynasty from 2001 to 2019, agreed to merge his TB12 nutrition brand with Nobull.
Nobull was purchased in 2023 by beverage veteran Mike Repole. Brady becomes the second largest shareholder in the deal. Terms were not disclosed.
Nobull was founded in 2015 by former Reebok executives Marcus Wilson and Michael Schaeffer. The Boston-based company employs about 100 people across the U.S., U.K. and China, and primarily sells its sneakers and apparel online. Under the merger, the company will continue operating under the brand name Nobull, aiming to become a complete wellness company.
Of the deal with Brady, Repole told CNBC, “I wanted to do something really big. 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.”
As reported by CNBC, Repole purchased a majority stake in Nobull in July. His track record includes selling BodyArmor to Coca-Cola for $5.6 billion in 2021 and creating the Vitaminwater and Smartwater brands, which he also sold to Coca-Cola in 2007. Repole said he intends to turn “Nobull into a $250 million brand and turn it into a billion-dollar powerhouse.”
Brady told CNBC, “I think the piece that really resonates with me is our mindset and how we want to inspire others through action and through challenging them to be the best they can possibly be for themselves.”
The deal includes footwear, apparel and nutrition products previously housed under the TB12 and Brady brands.
Brady continued, “I thought it was the best opportunity for myself and the brands that I’ve been a part of to make a difference.”
Repole said he started talking with Brady nearly two years ago. He told CNBC, “We found that even though we go about things a little differently, we get to the same place, and we have the same core values,” he said. “Winning with others is important. Having success with others, making ourselves better versions of ourselves, pushing our teammates, challenging our teammates to be better is very important to us. ”
Image courtesy Nobull
