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Thursday, February 29, 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.

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.”

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