Tom Brady becomes Nobull's second shareholder.
Thanks to: Nobull
Seven-time Super Bowl champion Tom Brady is merging his health and nutrition company TB12 and his apparel company Brady with training brand Nobull.
As part of the deal, Brady will become Nobull's second shareholder, behind BodyArmor founder Mike Repole who bought the company last year.
Terms of the deal were not provided.
Nobull was founded in 2015 by former Reebok managers Marcus Wilson and Michael Schaeffer. The Boston-based company employs about 100 people in the US, UK and China, and sells its sneakers and apparel primarily online.
Due to the merger, the company will continue to operate under the Nobull brand name and has the ambition to become a complete wellness company.
“I wanted to do something really big,” Repole said of the Brady deal. “I think Nobull has an opportunity here to be this epic historical brand – playing in a space of health and wellness, through sneakers, apparel, nutrition mindset and really helping people through adversity, resilience and perseverance.”
Tom Brady merges TB12 and the Brady brand with training company Nobull.
Thanks to: Nobull
Repole, who made his fortune turning drinks brands into household names, bought a majority stake in Nobull in July. His track record includes selling BodyArmor to Coca-Cola for $5.6 billion in 2021, in addition to creating the Vitaminwater and Smartwater brands, which he also sold to Coca-Cola in 2007.
He wants to transform Nobull, a $250 million brand, into a billion-dollar powerhouse. Brady, he said, can help him get there.
“I think the piece that really resonates with me is our mentality and how we want to inspire others through action and by challenging them to be the best they can be,” Brady told CNBC.
The deal includes footwear, apparel and food products previously under the TB12 and Brady brands.
Brady was previously one Under armor-endorsed athlete, with an apparel and footwear agreement with the company. That deal has now ended.
For Brady, who says he is “happily retired” and looking forward to the upcoming Super Bowl game, the deal provides a way to ensure his brand and loyal fan base will continue to have an impact.
“I thought this was the best opportunity for myself and the brands I'm a part of to make a difference,” said Brady.
Repole said he started talking to Brady almost two years ago and found common ground almost immediately, despite their different backgrounds and successes.
“We found that even though we do things a little differently, we end up in the same place and have the same core values,” he said. “Winning with others is important. Succeeding with others, making ourselves a better version of ourselves, pushing our teammates, challenging our teammates to be better is very important to us.”
Don't miss these stories from CNBC PRO: