• Loading stock data...
Saturday, December 14, 2024

Tom Brady’s Next Big Move: Merging TB12, Brady Brand with NOBULL

  • Combined company will retain NOBULL name.
  • Brady to be second-largest shareholder after NOBULL owner Mike Repole.
NOBULL

Tom Brady has struck a deal with apparel company NOBULL to merge his wellness company, TB12, and his apparel line, Brady Brand, with the sportswear outfit NOBULL. The combined company will retain the NOBULL name. 

Brady becomes NOBULL’s second-largest shareholder after BodyArmor founder Mike Repole, who bought a majority stake in the company in July of 2023 through his investment firm, Impact Capital. Repole said at the time that he would explore taking the apparel brand public.

“It was kind of a no-brainer for me,” Brady said on Tuesday’s Front Office Sports Today podcast. “When I retired from playing, I had much more intention to focus on the business things I had going on, and this [merger] was step number one.”

The Brady-infused NOBULL aims to be a “complete wellness company,” centered around footwear, apparel, and nutrition. Brady’s TB12 sells supplements, protein powders, electrolyte powders, and equipment. Brady Brand offers workout and lifestyle clothing.

Repole says that the team is still discussing how best to leverage Brady’s name and stature.

“They’re all going to be on this one platform,” says Repole. “We haven’t decided between Brady, TB12, NOBULL, how it’s all going to play out.”

The deal with Brady begins a new chapter for NOBULL after a year of transition. The company laid off around 35% of its staff in May of 2023, two months before Repole took the reins.

“There’s no linear path to success,” Brady notes. “Mike jokes with me a lot about losing three Super Bowls and I would say the losses that I’ve experienced in my life have taught me much more than the wins.”

Still Eyeing Owner’s Booth

Brady was recently in talks about buying a minority stake in the Las Vegas Raiders, and he says that he is still interested in owning a team.

“It’s [a city] on the rise,” says Brady, noting that Las Vegas has NHL, NFL and WNBA teams, plus UFC’s presence there. “There’s going to be a basketball team at some point, a baseball team at some point. … There are shows. There’s the Sphere. It’s a big small town.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

The Top-Secret Operation to Create the Army-Navy Football Uniforms

The two-year process includes dozens of employees, NDAs, and military historians.
Mina Kimes and Ryan Clark at NFL draft

ESPN Talent Turns Its Fire on Aaron Rodgers

The network’s NFL talent ripped the QB as ‘hypocritical’ this week.
De'Vondre Campbell

49ers Set to Cut Starter for Refusing to Enter Game: ‘Stupid’ and..

De’Vondre Campbell refused to re-enter the game Thursday night.
Georgia defensive lineman Mykel Williams (13) goes in for a sack on Texas quarterback Quinn Ewers (3) during the second half of the SEC championship game against Texas in Atlanta, on Saturday, Dec. 7, 2024.

How the CFP’s On-Campus Guinea Pigs Are Handling Historic December Home Games

The biggest games in school history will be when students are home for break.

Featured Today

Nov 2, 2024; Denver, Colorado, USA; Detailed view of a Wilson NBA basketball held by a referee during the second half between the Utah Jazz against the Denver Nuggets at Ball Arena

‘Obvious Weak Point’: Refs Remain an NBA Gambling Concern

A season after Jontay Porter, the biggest risk may not be players.
Nov 2, 2024; Ann Arbor, Michigan, USA; Michigan Wolverines cheerleader runs with a flag before the game against the Oregon Ducks at Michigan Stadium.
opinion
December 7, 2024

College Football’s Billionaire Backer Era Begins

Is this the new normal in CFB recruiting?
LA Galaxy forward Dejan Joveljic (9) celebrates with midfielder Riqui Puig (10) after scoring a goal against Seattle Sounders FC in the second half in the 2024 MLS Cup Western Conference Final match at Dignity Health Sports Park
December 6, 2024

With or Without Messi, Major League Soccer Is Barreling Into the Future

After the Cup final, the league looks to accelerate its growth.
Dec 18, 2022; Lusail, Qatar; FIFA president Gianni Infantino claps during the awards ceremony after the 2022 World Cup final between Argentina and France at Lusail Stadium.
December 2, 2024

FIFA Wants More Matches. Resistance Is Growing Inside the Global Soccer World

Resentment and frustration over expanded schedules is nearing a breaking point.
exclusive

Talor Gooch Using LIV Golf Fortune to Start Building Sports Empire

The golfer has made more than $43 million individually from LIV.
November 13, 2024

Why Liberty Media Spun Off Assets, Shook Up Leadership

Longtime CEO Greg Maffei is stepping down at the end of the year.
December 4, 2024

U.S. Firm Makes $310M Bet on Soccer by Forming Superagency

The U.S.-based investment company makes a significant play in international soccer.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
Oct 27, 2024; Seattle, Washington, USA; Buffalo Bills quarterback Josh Allen (17) passes against the Seattle Seahawks during the second quarter at Lumen Field.
October 30, 2024

Buffalo Bills in Talks to Sell Stake to PE Firm Arctos: Report

Arctos already has a slice of Paris Saint-Germain and the PGA Tour, among other assets.
Jul 7, 2021; Tampa, Florida, USA; Tampa Bay Lightning owner Jeff Vinik hoists the Stanley Cup after the Lightning defeated the Montreal Canadiens 1-0 in game five to win the 2021 Stanley Cup Final at Amalie Arena.
October 25, 2024

Lightning Sell at $1.8B Valuation, Nearly Double Prior NHL Record

The Lightning unveiled a multistep and multiyear sale process.
May 24, 2024; Minneapolis, Minnesota, USA; Dallas Mavericks owner Mark Cuban celebrates after defeating the Minnesota Timberwolves in game two of the western conference finals for the 2024 NBA playoffs at Target Center.
October 9, 2024

Why Mark Cuban Sold the Dallas Mavericks When He Did

Cuban sold his majority stake to the Adelson family in December 2023.
Young fans look over Michigan State sports equipment on display during the Spring Showcase on Saturday, April 20, 2024, at Spartan Stadium in East Lansing.
October 2, 2024

Private Equity Firms Buy Rival Hockey Brands CCM and Bauer

Both brands have been around for decades and changed ownership in the same week.