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Nobull

Nobull is an American athletic brand specializing in durable footwear, apparel, and accessories for high-performance training, fitness, and everyday wear, emphasizing simplicity, functionality, and resilience without marketing gimmicks.^[1]^[2] Founded in 2015 in Boston, Massachusetts, by former Reebok executives Michael Schaeffer and Marcus Wilson, Nobull emerged from the founders' frustration with over-engineered athletic products, aiming to create gear that prioritizes athlete needs over trends.^[3]^[4] The company quickly gained prominence in the CrossFit community for its minimalist, tough designs, such as the Trainer shoe line, which features a cross-fit sole and reinforced uppers built to withstand intense workouts.^[4] By 2019, Nobull had expanded its offerings to include running shoes, apparel like shorts and shirts, and accessories; the company introduced golf footwear in 2021, all marketed toward dedicated athletes who value performance over aesthetics.^[2]^[5]^[6] In 2023, serial entrepreneur Mike Repole, known for building brands like Vitaminwater and BodyArmor, acquired a majority stake in Nobull, injecting capital to fuel growth while preserving its no-nonsense ethos. The company faced challenges including layoffs of approximately 75 employees in May 2023.^[7]^[8] This shift marked a new chapter, with Repole focusing on scaling distribution and partnerships.^[9] In January 2024, NFL legend Tom Brady merged his wellness company TB12 and apparel brand Brady Brand into Nobull, becoming the second-largest shareholder and aligning the company's mission to enhance physical, mental, and emotional well-being through gear, nutrition, and community.^[10]^[7] Under this leadership, Nobull has broadened its reach, securing deals like an official NHL partnership announced in October 2025 to outfit teams and fans.^[9] Nobull's core philosophy, encapsulated in its name, rejects "bull" or hype, promoting a culture of relentless improvement and shared success among athletes, teams, and communities.^[1] With headquarters in Boston and a workforce of around 200, the privately held company continues to innovate in performance gear while maintaining its roots in functional design for serious training.^[11]^[12]

History

Founding and early development

Nobull was founded in 2015 in Boston, Massachusetts, by Marcus Wilson and Michael Schaeffer, both of whom were longtime executives at Reebok.^[13]^[14] Wilson served as head of brand strategy, while Schaeffer was the global creative director at Reebok, where the two met in the early 2000s and developed a shared passion for functional fitness and entrepreneurship.^[13]^[4] The company's origins stemmed from the founders' frustrations with the athletic gear market during their time at Reebok, particularly the prevalence of overly complex designs and unsubstantiated performance claims that failed to meet the demands of dynamic training activities.^[4]^[14] Inspired by these shortcomings, Wilson and Schaeffer aimed to create durable, minimalist sportswear that prioritized honest functionality over gimmicks, adopting a "no BS" philosophy to deliver reliable performance for athletes.^[13]^[4] Nobull's early product development centered on functional training shoes tailored for CrossFit athletes, emphasizing versatility to accommodate diverse movements such as weightlifting, cardio, and agility drills.^[13]^[14] The brand debuted its inaugural training shoe and a companion Duffleback backpack at the 2015 East Coast CrossFit Championships, followed by a full website launch that Thanksgiving, which quickly resonated with the CrossFit community seeking no-frills, high-performance options.^[13] This initial alignment with CrossFit's demands fueled Nobull's first major growth spurt, establishing it as a cult favorite among practitioners who valued the gear's rugged simplicity and adaptability.^[14]^[4]

Expansion and challenges

During the COVID-19 pandemic in 2020 and 2021, Nobull experienced rapid revenue growth, with sales increasing by over 80% in 2020 alone, driven by heightened consumer demand for home workout gear and training apparel as traditional gym access was limited.^[14] This surge aligned with broader shifts in fitness habits, where consumers prioritized functional activewear amid paused spending on non-essential clothing.^[15] In April 2021, Nobull secured a Series B funding round of $27 million, bringing its total funding to $32 million and elevating the company's valuation to over $500 million.^[15]^[16] The capital supported inventory replenishment and global scaling efforts, capitalizing on the momentum from pandemic-era demand. Concurrently, Nobull broadened its market presence beyond its CrossFit roots, venturing into general fitness categories like running and cycling, while beginning to explore opportunities in professional sports for training gear.^[17]^[4] However, this aggressive expansion contributed to operational challenges, culminating in significant layoffs on May 18, 2023, when Nobull cut approximately 75 positions—about 35% of its workforce of roughly 214 employees at the time—reducing headcount to 145 by year's end.^[18] The reductions were attributed to a challenging economic climate, including inflationary pressures and softening fitness sector demand, alongside the need to restructure after years of over-rapid scaling.^[8] Founders emphasized the moves as essential to safeguard the brand's long-term viability amid these headwinds.^[18] In July 2023, entrepreneur Mike Repole acquired a majority stake in Nobull, injecting capital to support recovery and scaling (see Corporate affairs > Ownership and investments). This was followed in January 2024 by a merger with Tom Brady's wellness company TB12 and apparel brand Brady Brand, with Brady becoming the second-largest shareholder.^[19]^[7]

Products

Footwear

Nobull's footwear line centers on durable, high-performance training shoes engineered for functional fitness and strength training. The brand's flagship product, the Outwork shoe, was originally launched as the Trainer in 2015 and serves as the foundation of the collection, designed specifically for CrossFit and gym-based workouts requiring multi-directional stability.^[20] This model features a seamless one-piece SuperFabric upper, a proprietary material known for its exceptional abrasion resistance, breathability, and lightweight durability, which protects against wear during intense sessions involving ropes, sleds, and uneven surfaces.^[21] The outsole employs high-carbon rubber with a circular lug pattern to provide superior traction and grip on various indoor and outdoor gym floors, while the minimalist construction includes a low 4mm heel-to-toe drop and minimal cushioning to promote a natural foot position and ground feel without excess bulk.^[22]^[23] Building on this core design, Nobull has evolved its footwear to address a broader range of athletic demands, transitioning from CrossFit-specific models to versatile options suitable for weightlifting, running, and hybrid training routines. The Outwork Edge variant introduces a herringbone tread pattern for enhanced multi-directional traction during high-impact activities like HIIT and longer cardio, while maintaining the SuperFabric upper and carbon rubber outsole for consistent durability.^[24] The Drive shoe represents a hybrid evolution, incorporating Pebax foam for responsive cushioning and a lightweight knit or mesh upper for breathability, making it ideal for combining heavy lifts with short runs or agility drills, with a stable base that avoids unnecessary padding.^[20] Additional lines, such as the Journey for dedicated running with a nylon plate for propulsion and the Allday for everyday active wear, extend the brand's minimalist philosophy to more generalized use cases, all while prioritizing abrasion-resistant materials and high-traction outsoles.^[25] Nobull positions its footwear as premium functional alternatives to mainstream athletic brands, with prices typically ranging from $129 to $149 per pair, reflecting the use of specialized materials like SuperFabric and carbon rubber that ensure longevity in demanding environments.^[26] This pricing strategy underscores the brand's focus on quality over volume, appealing to serious athletes who value stability and durability in gym settings.^[27]

Apparel and accessories

Nobull's apparel line features a selection of tanks, crewnecks, shorts, and hoodies engineered for functional fitness and year-round training. These garments utilize advanced fabrics such as TENCEL® blends for breathability and moisture-wicking properties, alongside Deltapeak® materials that offer quick-drying and natural stretch capabilities.^[28] Reinforced constructions, including recycled polyester in items like the Drive Hoodie (48% recycled), ensure durability during intense workouts while maintaining a lightweight feel.^[29] Priced typically between $30 and $100, examples include the NOBULL Tee at $34 and the Drive Hoodie at $88, emphasizing performance without excess.^[30]^[29] The brand prioritizes inclusive sizing across men's and women's collections, with options from XS to XXXL to accommodate diverse body types in the functional fitness community.^[31] This approach aligns with Nobull's minimalist philosophy, focusing on versatile, no-frills gear that supports varied training routines. Seasonal offerings, such as the Allday Elements series with water-repellent heavyweight fabrics, cater to all-weather demands, from gym sessions to outdoor activities.^[28] Accessories complement the apparel with practical, minimalist designs built for endurance. Gym bags, including the Small Crossbody at $42 and Waxed Canvas Duffleback variants, provide durable storage using robust materials like waxed canvas for gym-to-street transitions.^[32] Socks, priced at $12 per pair, feature 360° cushioning for all-day comfort, while hats like the Performance Hat ($34) incorporate breathable meshes for training versatility.^[33]^[34] Many pieces incorporate recycled elements, such as 100% recycled polyester in select tees and tanks, underscoring a commitment to sustainable durability.^[35]

Nutrition offerings

Nobull entered the performance nutrition space through its 2024 merger with TB12, Tom Brady's wellness brand, enabling the company to offer a range of supplements designed to support athletic recovery and daily fueling.^[36]^[37] This integration expanded Nobull's portfolio beyond gear to include consumable products formulated for post-workout recovery and sustained energy, aligning with the brand's emphasis on functional, high-performance tools. Key offerings include TB12 Plant-Based Protein Powder, derived from a single source of peas to deliver 24 grams of complete protein per serving with all essential amino acids, low net carbs (1 gram), and zero sugar, making it suitable for muscle building and recovery without dairy or gluten.^[38] Complementing this are TB12 Plant-Based Protein Bars, available in flavors like Peanut Butter Chocolate Chip and Turmeric Cashew Honey, providing 13 grams of plant protein, high fiber, and balanced macros for convenient post-training fueling or on-the-go energy.^[39]^[40] Electrolytes in stick-pack form, with clean flavors like Lemonade, replenish minerals for hydration and muscle function during and after intense sessions.^[41] Additional supplements target specific needs, such as the Recover formula for muscle repair and the Perform blend for enhanced endurance, all positioned as daily aids in a training regimen.^[42] These products emphasize clean, no-artificial-additive profiles, featuring non-GMO, vegan ingredients free from fillers, artificial sweeteners, or junk additives to uphold Nobull's "no bullshit" ethos of straightforward, effective nutrition.^[38]^[43] Post-2023 expansions, driven by the TB12 merger, have focused on formulation partnerships to refine these offerings for holistic performance, with cross-promotions on both brands' platforms linking nutrition to Nobull's apparel and footwear for complete training support.^[37]^[44]

Sponsorships and partnerships

Major league and event deals

In 2021, Nobull secured a three-year title sponsorship deal with the CrossFit Games, becoming the official footwear and apparel provider for the event starting with the 2021 season.^[45] This partnership, announced on March 1, 2021, replaced Reebok as the title sponsor and included funding for the largest prize purse in CrossFit Games history at the time.^[45] The agreement concluded at the end of 2023.^[46] Expanding into golf, Nobull entered a six-year partnership with the PGA Tour in 2022, designated as the official training apparel and footwear provider.^[47] Announced on March 2, 2022, the deal allows PGA Tour players access to Nobull's performance gear for training and enables custom content creation through the PGA Tour's marketing program.^[48] In 2022, Nobull also forged a multi-year agreement with the NFL to serve as the presenting sponsor and official on-field supplier for the NFL Scouting Combine, running from the 2023 event through 2024.^[49] Under this partnership, announced on August 16, 2022, Nobull outfitted all combine participants and staff with its apparel and accessories, marking the brand's entry into professional football.^[49] On October 23, 2025, Nobull announced a multiyear partnership with the National Hockey League (NHL), becoming the official training shoe of the league in the United States.^[50] The deal provides training footwear to players, coaches, and staff at all 32 NHL clubs and includes exclusive marketing rights and designations to connect the brand with the NHL and its fans through activations and content.^[50] These high-profile deals have boosted Nobull's visibility among professional athletes across fitness, golf, football, and hockey, facilitating its transition from a CrossFit-focused niche brand to a broader presence in mainstream sports.^[4]

Athlete endorsements

Nobull has secured endorsements from prominent athletes across professional sports, positioning the brand as a preferred choice for high-performance training gear. In 2021, the company signed New England Patriots quarterback Mac Jones to a multiyear endorsement deal, marking one of its early high-profile NFL partnerships; Jones appeared in promotional campaigns and commercials endorsing Nobull's footwear and apparel for their suitability in rigorous athletic training.^[51]^[52] However, the partnership ended in early 2024 amid Jones's challenging season with the Patriots.^[53] Nobull's involvement with CrossFit athletes stems from its role as title sponsor of the CrossFit Games from 2021 to 2023, during which it featured top competitors in marketing campaigns to showcase product performance in elite functional fitness environments.^[45] Although the brand stepped back from the Games title sponsorship in 2024, it continues to endorse select CrossFit and hybrid athletes, including Katrin Davíðsdóttir, Sam Dancer, Baylee Rayl, and Cole Sager, who train across multiple disciplines and embody Nobull's ethos of relentless effort.^[54]^[46] Following Tom Brady's merger of his TB12 and Brady Brand with Nobull in January 2024, where he became the second-largest shareholder, the company expanded its athlete roster, particularly in NFL and PGA contexts.^[55] This influence facilitated ongoing endorsements with NFL quarterback Will Levis, who joined as a prospect in 2023 and has since featured in campaigns like "Control the Chaos," highlighting gear resilience during unpredictable gameplay.^[56]^[57] Similarly, PGA Tour pro Scott Stallings, endorsed since 2021, promotes Nobull's golf-specific products in spotlights such as "Training Is Everything," emphasizing their durability for on-course preparation and high-stakes performance.^[54]^[58]^[59] Nobull's marketing tactics leverage these endorsements through athlete testimonials and social media campaigns that stress product durability in demanding, high-stakes settings, such as NFL training camps and PGA Tour practice sessions, to appeal to consumers seeking reliable athletic wear.^[60] For instance, Levis and Stallings have shared personal accounts of the gear withstanding intense workouts, reinforcing the brand's no-excuses philosophy without relying on hype.^[61]^[62]

Branding and philosophy

Etymology and name origin

The name "Nobull" derives from the phrase "no bullshit," embodying a commitment to transparency and the rejection of exaggerated hype prevalent in athletic marketing.^[4]^[3] This linguistic choice underscores the brand's emphasis on authentic, performance-focused products without misleading promises, such as claims that gear alone enhances athletic abilities like running faster or jumping higher.^[4] The inspiration for this naming convention stems from the experiences of co-founders Marcus Wilson and Michael Schaeffer during their time at Reebok, where they grew frustrated with industry practices involving unsubstantiated product claims.^[4] Having met at Reebok in the early 2000s, the duo channeled this dissatisfaction into creating Nobull, adopting the name upon the company's launch in 2015 to signal a shift toward straightforward, gimmick-free design centered on durability and real-world utility.^[3]^[4] Visually, the brand's logo features bold, minimalist typography spelling "NOBULL," paired with taglines like "Tough, no-nonsense gear" that reinforce an unpretentious, resilient ethos aligned with the name's origins.^[63] This design philosophy extends to the overall branding, prioritizing simplicity and toughness to appeal to athletes seeking reliable equipment over flashy marketing.^[4]

Core principles and marketing

Nobull's core principles revolve around fostering holistic strength, encompassing physical, mental, and emotional improvement through high-quality gear, nutrition, and a resilient mindset.^[1] The brand emphasizes a no-nonsense philosophy rooted in passion, intense drive, and an unrelenting work ethic, rejecting superficial trends in favor of functional, durable products designed for serious performance.^[1] This approach draws from the founders' experiences in athletic apparel, prioritizing simplicity and effectiveness to support users in achieving personal bests without excuses or shortcuts.^[45] Central to Nobull's values is the belief that success is amplified when shared, building a supportive community where individuals inspire one another to grow stronger collectively.^[1] The "no bullshit" ethos—reflecting straightforward, authentic commitment—underpins this community focus, encouraging users to embrace hard work and teamwork in their training journeys.^[1] Nobull's marketing strategies target dedicated fitness enthusiasts, particularly those engaged in CrossFit, HIIT, and functional training, by leveraging direct-to-consumer sales and digital channels to create a sense of belonging and camaraderie.^[64] Campaigns like #IAMNOBULL highlight real athlete and user stories of overcoming physical and mental challenges, shared via social media platforms such as Instagram to foster authentic connections rather than hype.^[65] The brand's tagline, "Made to Work. Built to Last," reinforces messaging around durability and reliability, differentiating Nobull from trend-driven competitors by emphasizing longevity and performance-backed endorsements over fleeting celebrity appeal.^[1] To cultivate loyalty among repeat customers, Nobull offers a tiered rewards program where members earn points on purchases, redeemable for discounts, and gain access to exclusive promotions, free shipping, and early product releases, further strengthening community ties through personalized engagement.^[66] This direct approach, combined with SEO-optimized content targeting niche fitness keywords, has helped the brand build a dedicated following without relying on broad, superficial advertising.^[64]

Corporate affairs

Ownership and investments

Nobull was initially bootstrapped by its co-founders, Marcus Wilson and Michael Schaeffer, who launched the company in 2015 using personal resources and industry connections to develop and market their initial line of athletic footwear and apparel without external funding.^[5]^[13] By 2021, Nobull had raised a total of $32 million across multiple early-stage funding rounds, achieving a valuation exceeding $500 million, which supported inventory replenishment and accelerated global expansion into new product categories such as running gear.^[15]^[16] In July 2023, Mike Repole, founder of BodyArmor, acquired a majority stake in Nobull through his private equity firm, Impact Capital, marking a significant shift in ownership and providing capital for further brand growth.^[19]^[67] The company's ownership structure evolved further in January 2024 with the merger of Nobull and Repole's majority-held entity with Tom Brady's TB12 health and nutrition brand and Brady apparel brand, positioning Brady as the second-largest shareholder behind Repole and integrating wellness-focused offerings to diversify the portfolio.^[7]^[68]

Workforce and operations

Nobull maintains its headquarters in Boston, Massachusetts, where key operations including product development and marketing are centralized.^[69]^[70] As of 2024, the company employed approximately 100-200 individuals, reflecting growth following the 2024 merger and prior reductions.^[12]^[11] The 2024 merger with TB12 and Brady Brand integrated additional wellness operations, contributing to workforce adjustments.^[7] The company's operational model centers on direct-to-consumer e-commerce through its official website, powered by platforms like Shopify Plus to enhance customer engagement and sales conversions.^[71] This approach is supplemented by strategic retail partnerships with specialized outlets, such as Rogue Fitness, to expand accessibility without diluting brand control.^[72] Manufacturing is fully outsourced to a network of domestic and international facilities, selected for their adherence to rigorous quality and sustainability standards.^[73]^[74] Nobull partners with material suppliers like those providing SuperFabric for shoe uppers, emphasizing durability and performance in training gear.^[21] In response to economic pressures, Nobull implemented significant layoffs in May 2023, reducing its workforce by about 35%, and restructured operations to prioritize core training product lines for sustainable growth.^[18]^[8] This adjustment allowed the company to navigate recovery by concentrating resources on high-impact areas like footwear and apparel essentials.

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No readable text found in the HTML.<|control11|><|separator|>
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Oct 3, 2022 · A score of athlete ambassadors helps Nobull amplify these messages across social channels, said Meleney. Recent tie-ups include quarterbacks ...
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@will_levis is NOBULL. We're excited to announce quarterback Will ...
Feb 22, 2023 · We're excited to announce quarterback Will Levis as the newest member of Team NOBULL. After a standout collegiate career, Will has all eyes on the next level – ...Missing: endorsement | Show results with:endorsement
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Introducing NOBULL Golf. For people who work hard and don't ...
Jun 14, 2021 · Introducing NOBULL Golf. For people who work hard and don't believe in excuses, like PGA Tour Golfer and NOULL athlete, Scott Stallings.Missing: endorsement | Show results with:endorsement
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New to NOBULL?
GET TO KNOW NOBULL · We make shoes and apparel for training and life. Tough, no-nonsense gear that moves with you as you get stronger—physically, mentally, and ...Missing: meaning taglines unpretentious ethos
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How NOBULL Used SEO to Lead the Athletic Apparel Market
Nov 21, 2024 · Targeting Niche Keywords NOBULL focused on long-tail keywords related to CrossFit, HIIT, and functional fitness, which aligned with their core ...
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Building D2C Brand Advocates with NOBULL's Todd Meleney
Dec 10, 2020 · We foster a community with the hashtag #IAMNOBULL. We ask the community, what makes you NOBULL? Through Instagram and social media, we feature ...
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NOBULL Loyalty & Rewards Program
### Nobull Loyalty Program Summary
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BodyArmor founder Mike Repole takes majority stake in Nobull
Jul 20, 2023 · Mike Repole's private equity firm will buy a majority stake in the company Nobull, he told CNBC on Thursday.
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Nobull Eyes IPO After Major Investment From Bodyarmor's Mike ...
Jul 21, 2023 · Founded by former Reebok executives Marcus Wilson and Michael Schaeffer in 2015, Nobull has grown to become a popular training brand, ...Missing: Schaffer | Show results with:Schaffer
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Tom Brady Merges TB12 And Brady Brand With Sportswear ...
Jan 30, 2024 · Tom Brady Merges TB12 And Brady Brand With Sportswear Company Nobull ... Brady had an endorsement deal with Under Armour, which has since ended.
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NOBULL Boston, MA Office | Glassdoor
Rating 2.6 (49) Learn about NOBULL Boston, MA office. Search jobs. See reviews, salaries & interviews from NOBULL employees in Boston, MA.
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Nobull - 2025 Company Profile, Team, Funding & Competitors - Tracxn
Sep 6, 2025 · Nobull is a series B company based in Boston (United States), founded in 2014 by Michael Schaeffer and Marcus Wilson. It operates as an Internet first brand.
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NOBULL accelerates ecommerce growth with a focus on loyalty and ...
With Shopify Plus, NOBULL enjoys greater customer engagement and retention, as well as increased conversion and revenue. Shopify Plus and its certified ...Missing: consumer retail
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https://tracxn.com/d/companies/nobull/__ikSfoIgGwwrC1DuvET8vHGsr_9aoDiz1cj-Wq6eIUPc
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Where are your products made? - NOBULL Help & FAQ
Jun 12, 2024 · Our products are made in a combination of locations, including both domestic and international facilities. We only work with production partners that meet and ...Missing: outsourced sustainable
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Where are NOBULL Shoes Made? You Asked. We Answered.
May 30, 2025 · The name “NOBULL” itself is a play on words, reflecting the brand's core message: no bull**, just high-quality, straightforward athletic gear.Missing: etymology | Show results with:etymology