Tom Brady, renowned for winning seven Super Bowls, is integrating his TB12 health and nutrition brand and his Brady clothing line with fitness company Nobull.
In this arrangement, Tom Brady will ascend to the position of second-largest shareholder in Nobull, trailing only Mike Repole, the founder of BodyArmor, who acquired the company in the previous year. The financial specifics of the agreement were not disclosed.
Established in 2015 by ex-Reebok executives Marcus Wilson and Michael Schaeffer, Nobull is a Boston-headquartered firm. It employs around 100 individuals across the U.S., U.K., and China, and predominantly markets its shoes and apparel online.
Following the merger, Nobull will maintain its brand identity and aims to evolve into a holistic wellness entity.
Repole expressed his ambition for the collaboration with Brady, envisioning Nobull as a legendary brand in the health and wellness sector. He emphasized the brand’s focus on sneakers, clothing, nutrition, and mental strength, and its role in supporting people’s resilience and determination.
Repole, known for transforming beverage companies into well-known brands, took over the majority stake in Nobull in July. His past achievements include selling BodyArmor to Coca-Cola for $5.6 billion in 2021 and earlier creating and selling the Vitaminwater and Smartwater brands to Coca-Cola in 2007.
His goal is to elevate Nobull, currently valued at $250 million, into a billion-dollar behemoth, with Brady playing a pivotal role in this journey.
Brady, in his conversation with CNBC, highlighted the shared mindset between him and Nobull, focusing on inspiring others through action and motivation.
The collaboration will encompass the footwear, clothing, and nutrition products previously under the TB12 and Brady brands.
Brady, who was once endorsed by Under Armour for apparel and footwear, has since concluded that partnership. Now “happily retired” and anticipating the upcoming Super Bowl, Brady sees this deal as a means to perpetuate the influence of his brand and fanbase.
Brady remarked on the significance of this opportunity for himself and his brands to make an impact.
Repole shared that discussions with Brady began almost two years ago, quickly finding a shared vision despite their different paths to success. Both emphasize the importance of collective success, self-improvement, and motivating others to excel.
