What NOBULL does

NOBULL is a Boston-based direct-to-consumer performance brand that designs and sells athletic footwear, apparel, and (as of January 2026) sports nutrition under the NOBULL, LLC entity. Its footwear line is engineered for specific training modalities rather than lifestyle fashion — the Outwork family for strength training uses SuperFabric uppers and carbon rubber outsoles; the Journey 2 uses a 100% PEBAX foam midsole with a nylon plate; the Drive 2 is a hybrid training shoe; and the GORE-TEX Ripstop golf shoe brings waterproof membranes to course-to-street use. Apparel covers performance tees, tanks, shorts, joggers, hoodies, and accessories using Deltapeak and other technical fabrics, and the company runs a co-branded NOBULL x Public Rec lifestyle line. The January 2026 launch of NOBULL Nutrition (grass-fed whey, plant protein, electrolyte powders with a 30% subscribe-and-save option) and the wind-down of Tom Brady's TB12 Sports brand consolidate Brady's wellness IP under the NOBULL umbrella.

NOBULL makes money almost entirely through its own e-commerce storefront at nobullproject.com, supplemented by a Boston Seaport pop-up, the Truemed HSA/FSA marketplace, and limited-time café-channel distribution via Life Alive Organic Cafe. Revenue is generated primarily through one-time footwear and apparel sales at unit pricing ($15 socks to $150+ golf shoes) with a recurring component introduced via nutrition subscriptions and a loyalty program offering early access, discounts, and free shipping. Distribution is global — DTC shipping to 35 countries with localized currency — and the customer base is segmented into Men, Women, and a persona of serious athletes and fitness enthusiasts (CrossFit, lifting, running, golf), with a secondary Wellness-Conscious Consumer segment served by nutrition.

The company is private, was founded in 2015, and is controlled by Mike Repole (acquired July 2023) with Tom Brady as second-largest shareholder following the January 2024 merger of TB12 and Brady Brand. A January 2026 $50M funding round at a $1B post-money valuation — the first raise since the 2023 acquisition — backed by Brady is being deployed into nutrition expansion and broader wellness positioning. Elite athlete equity-style partnerships (Caeleb Dressel, Robin Arzón, Livvy Dunne) and league sponsorships (NFL Scouting Combine, CrossFit Games, PGA Tour, UFL) drive the brand-led go-to-market model.

Name

NOBULL

Legal name

NOBULL, LLC

Website

https://nobullproject.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

NOBULL is a Boston-based DTC athletic brand selling performance footwear, training apparel, and (since January 2026) sports nutrition to serious athletes and fitness enthusiasts globally via its e-commerce platform and select retail partners.

Ownership category

akta.pro rank

Product category

Athletic Footwear & Apparel

NAICS

Footwear Manufacturing (3162), Sporting and Athletic Goods Manufacturing (33992), Shoe Retailers (45821)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Shoe Stores (5661)

akta.pro primary industry

Performance Footwear (Running, Training, Court) (CRAAAEAI)

akta.pro secondary industries

Athletic / Performance & Activewear Brands (CRAAAAAD), Training & Cross-Training Footwear & Apparel Retail (CRAMACAD), Running & Endurance Wear (CRAAAEAD)

Keywords

• Athletic footwear
• Training apparel
• Performance shoes
• Sports nutrition
• Direct-to-consumer retail

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Footwear Sales: NOBULL generates primary revenue through direct-to-consumer sales of athletic footwear including Outwork (strength training), Drive (hybrid training), Journey (running), Allday (everyday), and Golf lines. Products are sold through the company's e-commerce platform and retail locations.
2. Apparel Sales: Revenue from athletic apparel including tees, tanks, shorts, pants, joggers, hoodies, sweatshirts, polos, and accessories. The brand also offers lifestyle apparel through the NOBULL x Public Rec collaboration.
3. Nutrition Products: NOBULL launched its first nutrition line in January 2026, starting with grass-fed whey protein, plant-based protein, and electrolyte powders. The company discontinued the TB12 brand to consolidate nutrition offerings under NOBULL Nutrition. Revenue is generated through direct sales with a subscribe-and-save option offering 30% savings.
4. Partnership Licensing and Co-branded Products: Revenue from partnerships including NOBULL x Public Rec lifestyle collection, Life Alive smoothie collaborations, and sports league sponsorships (UFL, CrossFit Games, PGA Tour, NFL Combine).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

NOBULL designs, manufactures, and sells performance athletic footwear and apparel for serious athletes and fitness enthusiasts. The product portfolio spans use-case-specific shoes (Outwork for strength training, Drive for hybrid training, Journey for running, Allday for everyday wear, Golf for course play), accompanying apparel, and a nutrition line launched in January 2026 including grass-fed whey protein, plant protein, and electrolyte powders.

Product overview

NOBULL is an athletic apparel and footwear company that offers a unified platform of training gear, nutrition, and mindset products. The core product portfolio includes footwear (Outwork, Outwork Edge, Outwork Flex, Drive 2, Journey 2, Allday, and Golf shoes organized by use case from strength training to running to everyday wear), apparel (tees, tanks, shorts, pants, joggers, hoodies, sweatshirts, polos, and accessories), and nutrition supplements. The January 2026 launch of NOBULL Nutrition marked the company's expansion into grass-fed whey protein, plant protein, and electrolyte powders. A notable collaboration with Public Rec offers lifestyle apparel. NOBULL positions itself as a comprehensive wellness brand covering footwear, apparel, and nutrition for training and life, with co-ownership by Tom Brady and Mike Repole following the 2024 merger of Brady's TB12 and Brady Brand into the company.

Differentiator

Problem solved

Functional benefit

Brands

• NOBULL Nutrition: Protein powders and electrolyte formulations for training and recovery support
• NOBULL x Public Rec

Products and services

• Outwork Strength Training Shoes Original strength training shoe with carbon rubber outsole and circular tread for grip, one-piece SuperFabric upper for durability, and perforated tongue for breathability. Available in standard and high-top versions for serious strength athletes.
• Outwork Edge Strength Training Shoes Strength training shoe variant with herringbone tread pattern designed for multi-directional traction across gym floors, turf, and grass. Available in standard and high-top versions.
• Outwork Flex Strength Training Shoes Flexible strength trainer combining the stability and durability of the Outwork lineup with increased flexibility and comfort for dynamic movements. Designed for athletes who need more flexibility during strength training. Available in men's and women's versions.
• Drive 2 Hybrid Training Shoes Hybrid training shoe stable enough for strength training while maintaining optimized running gait for cardio. Lightweight, responsive, available in Knit (sock-like comfort) or Mesh (structured, breathable) uppers with 12 color options.
• Journey 2 Running Shoes Running shoe with 100% PEBAX foam midsole for high-rebound comfort and built-in nylon plate for spring-like performance. Neutral drop, breathable mesh upper, designed for running, jogging, walking on track and treadmill while remaining versatile for everyday wear.
• Allday Everyday Lifestyle Shoes Everyday lifestyle shoe built for all-day comfort with performance-blend material offering stretch and soft feel. Designed for the gym first but transitions seamlessly to daily life. Available in Knit and 365 versions.
• NOBULL Golf Shoes Water-resistant spikeless golf shoes available in leather and GORE-TEX Ripstop versions. Feature rubber outsole lug pattern for course-to-street versatility. Designed for golfers seeking performance and style.
• NOBULL Training Shorts Men's training shorts available in multiple styles including Lightweight Knit (7\" or 9\" length), Solid Stretch (performance fabric with zippered mesh pockets), Hybrid (5\" length with sweat-wicking and antimicrobial properties), and Textured Knit (Deltapeak Carat mesh for high-intensity workouts).
• NOBULL Tees, Tanks & Polos Men's and women's performance tops including tees, tanks, sleeveless tees, long sleeve tees, polos, and graphic tees. Feature performance fabric with flat seams, moisture-wicking, and athletic fit. Includes Deltapeak Micro Textured Tank with superior drying power and natural stretch.
• NOBULL Pants, Joggers & Sweatpants Men's and women's bottoms including 5-Pocket Pants, Chino Pants, Rec Pants, Joggers, and Sweatpants. Feature performance blends with stretch, sweat-wicking properties, tapered legs, and water-repellent finishes in some styles.
• NOBULL Hoodies & Sweatshirts Men's pullovers and zip-ups with clean athletic fit for layering, performance-ready comfort, soft premium fabrics, and minimal design. Includes lightweight half-zips and warm full pullovers.
• NOBULL Nutrition Line First nutrition line consisting of grass-fed whey protein isolate (chocolate), plant protein (chocolate), and electrolyte powders in lemonade, fruit punch, and blueberry pomegranate flavors. Positioned as daily building blocks for strength to help train harder, recover faster, and build strength. Includes subscribe-and-save option with 30% off every order.
• NOBULL x Public Rec Lifestyle Collection Collaboration line with Public Rec featuring lifestyle apparel including Dealmaker 5-Pocket Pant, Dealmaker Chino+, Gamechanger 5-Pocket Pant, Gamechanger Rec Pant, and Gamechanger Jogger. Positioned as comfortable everyday wear beyond the gym with 30% off promotion on men's lifestyle collection.
• NOBULL Performance Socks Multi-sport performance socks (quarter crew and crew lengths) with cushioning, ventilation, and sweat-wicking properties. Available in black and white across multiple sizes.
• NOBULL Performance Hat Lightweight training hat with sweat-wicking, quick-drying properties. Features 5-panel design, low profile, reflective NOBULL logo, 100% Polyester Ripstop with Laser Perforation, and adjustable snap buckle closure. Available in multiple colors.
• NOBULL Crossbody Bag Compact everyday crossbody bag built for movement. Features water-resistant recycled nylon exterior, adjustable nylon webbing strap, top zip entry, back zip pocket plus dual interior organizer pockets.
• NOBULL Duffleback & Waxed Canvas Backpack Large training and lifestyle bags with waxed canvas water-resistant exterior, bottle pockets, external pockets, padded internal compartments, and big zipper opening. Backpack variant is light and convenient with handles on top and front.
• NOBULL Woven Stretch Belt Adjustable everyday belt with stretch-woven design for customizable fit. Features braided band, adjustable metal buckle, embossed NOBULL logo. Material: 55% Polypropylene, 35% Rubber, 10% Cotton with 100% Genuine Leather trim.
• NOBULL Boxer Briefs Performance boxer briefs crafted from soft premium fabrics with moisture-wicking properties, supportive athletic fit, and durable construction that maintains shape through frequent washing.

Quantifiable outcome

• NOBULL reached $1 billion valuation in January 2026 after securing $50 million in funding
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• TruemedcoreGTM or Marketing Partner · 20 April 2026Truemed, an HSA/FSA marketplace, partnered with NOBULL to enable customers to use pre-tax HSA and FSA funds toward eligible NOBULL training footwear and gear. Customers complete a health survey on NOBULL's site, and if a licensed provider determines medical necessity, they receive a Letter of Medical Necessity to pay for eligible products. The partnership positions NOBULL among the first performance footwear brands to unlock access to over $150 billion in unspent HSA/FSA account dollars for serious athletes.
• Life Alive Organic CafeminorGTM or Marketing Partner · 3 March 2026Life Alive Organic Cafe partnered with NOBULL to launch a limited-time lineup of fitness performance smoothies available at all Life Alive locations from March 3 through April 30, 2026. The three smoothie varieties feature NOBULL vanilla whey protein and are designed to support workouts, endurance, and recovery using clean, real food ingredients. This collaboration marks NOBULL's expansion into the café channel following its 2026 launch of its first-ever nutrition products line.
• United Football League (UFL)coreGTM or Marketing Partner · 13 February 2026The United Football League announced new sponsorship agreements with New Era, adidas, and NOBULL for the 2026 season, with each becoming official league partners. NOBULL will outfit UFL players and coaches with footwear and apparel. The partnerships aim to enhance the league's brand presence and performance offerings.
• Livvy DunnecoreGTM or Marketing Partner · 20 January 2026LSU gymnast and social media star Livvy Dunne joined NOBULL as athlete, investor, and equity partner in March 2026. Dunne works on community engagement, athlete support, and product promotion, coinciding with the launch of new footwear colorways. The partnership signals a shift towards athlete-partnered product development and community-driven marketing in the athletic footwear industry, targeting younger, digitally native audiences.
• Public ReccoreStrategic or Co-development PartnerNOBULL x Public Rec collaboration offers lifestyle apparel combining NOBULL's athletic performance with Public Rec's comfort-focused design. Products include Dealmaker 5-Pocket Pants, Gamechanger pants and joggers, and Chino+ pants marketed as 'NOBULLshit comfort' for everyday lifestyle wear beyond the gym.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• On Holding AG: Premium performance running and training footwear brand with strong DTC presence, premium pricing, and proprietary technology (CloudTec). Comparable to NOBULL's positioning in performance footwear with material-driven differentiation.
• Hoka (Deckers Brands): Premium athletic footwear brand specializing in running and training shoes with maximalist cushioning technology. Direct competitor in the running and cross-training footwear space with similar premium DTC positioning.
• Altra Running: Performance running and training footwear brand owned by Deckers, focused on natural foot shape and zero/low drop design. Comparable running-focused product line (Journey) and similar premium positioning.

Broad incumbents

• Lululemon: Athletic apparel and footwear giant with strong DTC and omnichannel presence. Operates in adjacent performance categories (training, running, golf) and represents a broader incumbent in the premium athletic lifestyle segment.

Emerging players

• Vuori: Premium men's and women's athletic apparel brand with strong DTC focus, similar performance-lifestyle positioning, and growing footprint in training and yoga categories. Comparable premium brand-building playbook to NOBULL.
• Rhone: Men's premium athletic apparel and lifestyle brand with DTC-led growth, performance-driven marketing, and athlete partnerships. Comparable target customer and product positioning in the men's training and lifestyle category.
• Tracksmith: Premium running apparel and footwear brand focused on the dedicated runner segment, with strong DTC and community-building approach. Comparable target customer overlap with NOBULL's Journey running line.
• Athletic Propulsion Labs (APL): Premium athletic footwear brand with celebrity athlete backing and DTC-led model. Comparable in premium pricing, performance positioning, and athlete-driven brand marketing.
• Public Rec: Lifestyle apparel brand focused on comfortable, performance-influenced everyday wear. Already a NOBULL collaboration partner, they share the athlete-customer demographic and DTC model and are a comparable emerging consumer brand.

Peers

• Under Armour:

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights8 records

Customer concentration

• Xx.com/justthehorns
• YouTubeyoutube.com/@nobull
• Facebookfacebook.com/JustTheHorns
• Instagraminstagram.com/nobull
• TikToktiktok.com/@nobullproject

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds13 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NOBULL