Repole and Brady’s NoBull Hits $1B Valuation

NoBull, the performance apparel brand majority-owned by beverage tycoon Mike Repole and NFL legend Tom Brady, has secured USD50 million in new funding at a USD1 billion valuation.

The capital injection marks the first major financing round since Repole acquired the then-struggling label in 2023 and signals a strategic shift from a niche CrossFit outfitter to a “mainstream wellness” powerhouse.

As part of this integration, Brady’s legacy TB12 brand will wind down its independent operations, folding its high-performance DNA directly into the NoBull ecosystem.

Repole, who famously sold Vitaminwater and BodyArmor to Coca-Cola for a combined $9.6 billion, intends to leverage his beverage expertise to scale the nutrition arm rapidly.

Commenting on the funding, Repole, said: “I wanted to create a brand you can play golf in, lift weights in, walk, run, and nutrition was part of it.”

“When I acquired NoBull, I told Tom I think there’s an opportunity here for nutrition… I want NoBull to be an overall wellness brand,” he said.

The organisation is also aggressively expanding its athlete portfolio to capture younger demographics.

NoBull has signed social media phenom and former LSU gymnast Livvy Dunne, alongside New York Islanders player Matthew Schaefer, as partners and endorsers. Dunne’s inclusion is particularly strategic, tapping into her massive digital reach to pivot the brand toward a broader lifestyle audience.

This turnaround comes less than three years after NoBull faced significant “growing pains,” including a 35% staff reduction in early 2023.

With Repole’s recent entry into the United Football League (UFL) and his high-profile NIL activity at St. John’s, the NoBull expansion is part of a wider sports-commercial tapestry designed to challenge established giants like Nike and emerging competitors such as Hoka and On.

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