NOBULL: Tom Brady and Mike Repole's $1 billion wellness empire
What’s the deal? NOBULLDealroom has a profile for this one. Try Dealroom →, the Boston-based performance footwear and apparel company, was acquired in 2023 by Mike RepoleDealroom has a profile for this one. Try Dealroom →’s Impact CapitalDealroom has a profile for this one. Try Dealroom →, which took a majority stake in the business. In January 2024, Tom BradyDealroom has a profile for this one. Try Dealroom → merged his wellness company TB12Dealroom has a profile for this one. Try Dealroom → and apparel label Brady BrandDealroom has a profile for this one. Try Dealroom → into NOBULL. The combined business kept the NOBULL name, while Brady became its second-largest shareholder behind Repole.
What do the companies do? NOBULL was founded in 2015 by former Reebok executives Marcus WilsonDealroom has a profile for this one. Try Dealroom → and Michael Schaeffer and initially built its reputation around training footwear and apparel, particularly in CrossFit. It later expanded into running, golf and broader performance sports, with partnerships including the NFL and PGA Tour.
TB12, founded by Brady and Alex GuerreroDealroom has a profile for this one. Try Dealroom →, was a performance and wellness business built around Brady’s training philosophy, with nutrition products, recovery services and physical performance centers. Brady Brand, launched separately, focused on athletic and lifestyle apparel. The 2024 combination brought footwear, apparel, training, recovery and nutrition activities together under the NOBULL platform.
What actually happened in the merger? This was not a merger of three equal companies into a newly created entity. NOBULL was the surviving operating platform and brand. TB12 and Brady Brand were folded into NOBULL, and Brady received an ownership position in the enlarged company, becoming its second-largest shareholder. Financial terms of the combination were not publicly disclosed.
The transaction also represented a broader repositioning of NOBULL. Repole had acquired control only six months earlier and was seeking to turn the company from a predominantly footwear and apparel business into a larger performance and wellness platform.
How did NOBULL become a unicorn? In January 2026, NOBULL raised $50 million in its first funding round since Repole’s 2023 acquisition. The round valued the company at $1 billion, giving it unicorn status. At the same time, NOBULL was expanding into nutrition, including protein and electrolyte products, as part of its effort to build a broader performance brand.
Repole and Brady later confirmed the $1 billion valuation to Boardroom. The valuation represented a significant increase from NOBULL’s previously reported $500 million valuation in 2021.
What happened to TB12 and Brady Brand? The combined business increasingly consolidated around NOBULL rather than maintaining three separate operating brands. In January 2026, Brady announced that TB12 was winding down, with its nutrition business transitioning into the newly launched NOBULL Nutrition platform. TB12’s physical performance centers had already closed by that point.
NOBULL therefore emerged as the principal surviving company and brand from the combination, with Repole and Brady as its two largest shareholders and the business spanning footwear, apparel, nutrition and broader performance products.
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Image credit: NOBULL
