NOBULL Merges With Tom Brady’s TB12 & Brady Brand

Six months after Mike Repole acquired a majority stake in NOBULL, the fitness apparel company has acquired Tom Brady’s wellness company, TB12. The combined company will retain the NOBULL name and Tom Brady is now the second-largest shareholder behind Repole’s investment firm, Impact Capital.

Terms of the deal were not disclosed.

The newly combined company is expected to be a “complete wellness company”, although details of how the company manages all of its brands is still up in the air. “They’re all going to be on this one platform,” comments Repole. “We haven’t decided between Brady, TB12, NOBULL, how it’s all going to play out.”

For NOBULL, the news comes after a difficult year. In May, NOBULL laid off 75 employees. Then at the end of the year, the company elected to let its three-year title sponsorship with the CrossFit Games expire at the end of 2023. 

It is unclear if NOBULL will continue to market themselves within the CrossFit space. If NOBULL’s website is any indication, it appears their focus will be more on the NFL as Tom Brady is prominently now featured in the header image. Which all makes sense as NOBULL is partially owned by 32 Equity, the NFL’s venture capital fund. On top of that, NOBULL will sponsor the NFL Scouting Combine for the second consecutive year.

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