Gossips of former NFL star Tom Brady’s sports brand’s downfall were proven wrong when the New England Patriots luminary announced the merging of his TB12 health supplements and Brady clothing labels with NoBull, a cross-training equipment brand. This move has grabbed the attention of the corporate world and caused a split among consumers who flocked to social media platforms to express their opinions on the announcement.
NoBull, founded in 2015 by Marcus Wilson and Michael Schaffer, both ex-executives at Reebok, had the majority of the company’s stake acquired last year by businessman Mike Repole’s family investment office, which also holds significant stakes in BodyArmor, Vitaminwater, and Smartwater. As speculations circulated about Tom Brady severing his long-standing business partnership with Alex Guerrero and the reported closures of his retail outlets, the fate of Brady’s brands seemed bleak. However, it has now surfaced that Repole is undoubtedly backing Brady’s team.
“I’m thrilled to announce that today, @tb12sports and @bradybrand are merging with @nobull, forming one complete wellness company that at its core, will help people become the best version of themselves,” confirmed Brady in an Instagram post on Jan. 02, 2024. “We’re determined to push even harder to assist EVERYONE in finding the path to success on their personal journey. Our goal is substantial growth that will revolutionize the game in training and nutrition for the world. The potential for us to impact numerous people is limitless, and that’s what excites me the most.”
However, social media was split in response to the news, with some users feeling that Brady’s alleged involvement in a plot to deflate footballs as a form of cheating does not align with the principles of sportsmanship they seek in the brands they support. Brady was suspended for the first four games of the 2016 season, and for some, the memories still linger. A user on X (formerly Twitter) expressed intentions of canceling their order upon learning of Brady’s association with Nobull.
I recently purchased some @nobull training shoes for the gym over the weekend. Tom Brady just invested in it and his TB12 company is now their largest shareholder
I just retracted the order
No, thank you
We do not endorse that here
— Steve (@stevie2fruits) January 30, 2024
On the other hand, others were enthusiastic about the news, and with Brady’s Instagram announcement garnering almost 250,000 likes in 24 hours, his influence off the field appears to be as significant as it was on it. “@TomBrady’s co-ownership of the esteemed brand name @nobull is a legendary move,” stated @heydannypeavey on X. “Excited to see what they generate!” echoed @sportsolicitor, also on X.
— Danny Peavey (@heydannypeavey) January 30, 2024
Both Brady and Repole made an appearance on the “Joe Pomp Show” earlier this week to delve into the merger in detail, and with the prospect of making NoBull a public entity not completely ruled out, the progressive trajectory of this new alliance will be intriguing to observe. As to whether they can secure a position in a crowded market remains to be seen, but if their gear matches the durability of its co-owner, embracing Brady as a partner could indeed prove to be a strategic move.