Tom Brady takes his fitness, apparel brands to Nobull

February 5, 2024

On Tuesday, January 30, retired football phenom Tom Brady announced via social media that his supplement brand, TB12 (a nod to his initials and jersey number as a New England Patriots quarterback), and apparel brand Brady were merging under the Nobull umbrella—“forming one complete wellness company,” reports Retail Dive.

Cross-training equipment company Nobull was founded in 2015 by ex-Reebok executives Marcus Wilson and Michael Schaeffer.

Six months ago, the private equity arm of serial entrepreneur Mike Repole’s family investment office took a majority stake in Nobull. Repole is best known for founding beverage brands BodyArmor, Energy Brands, and Glaceau’s Vitaminwater and Smartwater.

In a post on Instagram, Brady noted that the move to Nobull “wouldn’t be possible without Mike Repole, a great friend of mine. whom I have spent the past few years with talking about my own journey. We’ve pushed each other to get better every day and now it’s time to bring this attitude to the world.”

In October 2023, New England sports journalist Dale Arnold reported on X that sources told him that Brady and his business partner Alex Guerrero had split; their TB12 supplement and fitness company “seems to be closing all facilities and there may be a new business model for Brady.”

By then, several Boston publications had noted the closure of Brady’s TB12 stores in the area, and Guerrero had already announced a new company, TBRx or “total body recovery.”

Research contact: @RetailDive