Legendary quarterback Tom Brady announced Tuesday he is merging TB12, his wellness company, and Brady Brand, his apparel company, with Boston-based sportswear brand Nobull in hopes of “forming one complete wellness company.”
The merger makes Brady the second largest Nobull shareholder behind billionaire Mike Repole.
In a statement posted to his Facebook page, Brady said the merger is “forming one complete wellness company” that aims to “help people become the best version of themselves.”
The deal made Brady the second-largest shareholder in Nobull behind billionaire Mike Repole, cofounder of BodyArmor, who purchased a majority stake last July.
Specifics of the merger were not published, CNBC reported, but the company will reportedly still operate under the Nobull name, according to multiple outlets.
Repole said on “The Joe Pomp Show” on Tuesday that the merger is “probably the biggest opportunity” he’s ever taken part in, after noting how the brand’s offerings differ from other major athletic companies, like Nike and Lululemon.
“The goal for us is massive growth that will change the game in training and nutrition for the world,” Brady said in the Facebook post. “There’s no limit on how many people we can impact and that’s what I’m most excited about.”
We estimate Repole to be worth $1.5 billion. Brady ranked 50th on Forbes’ highest-paid athletes list in 2023 with estimated annual earnings of $45.2 million.
The seven-time Super Bowl champion launched Brady Brand in January 2022, nearly a decade after founding TB12 with trainer Alex Guerrero, which has since grown to include supplements and protein powders. Nobull, which was founded in 2015 and has become popular among Crossfit fans, has experienced similar growth, previously inking a deal with Crossfit, which has since ended, and a multi-year deal with the NFL in August 2022 to become the official training partner for the NFL Combine. In October, Brady’s wellness company closed one of its Massachusetts stores after he and Guerrero ended their business partnership, according to CBS Sports. Amid news of the merger, multiple outlets reported that Brady had an endorsement deal with Under Armour, which has since ended.
Tom Brady merges TB12 with Nobull (NBC Sports)
Tom Brady is merging his nutrition and apparel brands with training company Nobull (CNBC)
Tom Brady’s TB12, Brady Brand merges with athletic apparel company NOBULL (Boston Globe)