The Story of NOBULL & NFL Equity Partnership

If you watched the NFL Scouting Combine, you probably recognized NOBULL. They are a growing sports apparel, footwear, and accessory brand based out of Boston, MA. Their mantra is training hard and no excuses.

Here’s a quick overview on how NOBULL got started:

• Coworkers Marcus Wilson and Michael Schaeffer met while working at Reebok

• In 2012, they left and cofounded a marketing agency called Bold & Co.

• Both had a passion for CrossFit and wanted to create a shoe that would help the industry

• They had an idea to create a sports product company based on honesty & transparency, calling it NOBULL and dropping the shi* part

• Announced its first shoe at the 2015 CrossFit Championships

• Launched a website in 4 months and everything sold out in 10 minutes

• Closed the agency and NOBULL was formed

32 Equity is the investment arm of the National Football League (NFL). They launched in 2013 and have invested in companies like Hyperice, Genius Sports, Appetize, and Fanatics. Since its start, more than $250 million has been contributed and its averaged a 30% annual return.

Why am I bringing this up? In April 2021, NOBULL was valued at $500 million. The following year, 32 Equity invested in NOBULL. All the NFL Owners agreed to add $5 million each to the fund, totaling $160 million. NOBULL then became the official sponsor of the NFL Scouting Combine. Last year, Mike Repole, who co-founded sports drink BodyArmor, bought a majority stake in NOBULL. In 2024, Tom Brady’s companies, TB12 and Brady Brand, were acquired by NOBULL, making Tom the second-largest shareholder.

NOBULL is definitely a company to keep an eye on as it continues to innovate in the sports apparel and footwear industry.