Tom Brady Merging TB12, Brady Brand With Nobull: What We Know

Tom Brady is calling a business audible.

The seven-time Super Bowl champion is merging his fitness outfit, TB12, and Brady Brand apparel line with sportswear company Nobull, forming "one complete wellness company," the future Hall of Fame quarterback confirmed on his social media platforms Tuesday.

"We're going to push harder than ever to help everyone find the path to success on their own journey," the former NFL quarterback, 46, said in an Instagram post. "The goal for us is massive growth that will change the game in training and nutrition for the world. There's no limit on how many people we can impact and that's what I'm most excited about."

As part of the deal, Brady will become the second largest shareholder in Nobull behind Mike Repole, who bought a majority interest in the company last summer through his investment firm. Full financial terms of the deal have yet to be disclosed. The company, under the merger, will retain the Nobull name

Newsweek reached out for comment to TB12, Nobull and a representative for Brady via email.

Here's what we know about other aspects of the deal.

Who Is Mike Repole and What Is Nobull?

Repole is best known for his history of turning beverage brands into well-known, everyday products. The businessman sold BodyArmor to Coca-Cola for $5.6 million in 2021 after previously creating the Vitaminwater and Smartwater brands, which were sold to Coca-Cola in 2007. He took over the reins of Nobull last July, only two months after the company laid off about 35 percent of its staff.

Nobull was founded in 2015 by Marcus Wilson and Michael Schaeffer, former Reebok executives, and its original specialty was Crossfit workout gear. The Boston-based company has since expanded to other sports. The Brady-infused version of the brand will focus on footwear, nutrition and apparel.

Brady's TB12 sells protein and electrolyte powders and other workout supplements, while the Brady Brand offers exercise and lifestyle clothing.

The three-time NFL MVP is already prominently featured on the Nobull website.

"Tom's 'No BS' attitude towards training, nutrition, wellness and winning is what makes him the person he is," a company mission statement reads. "And it's what makes NOBULL...NOBULL. Exceptional training footwear and apparel, uncompromising nutrition, and a healthy obsession with getting better every day – that's what Tom and NOBULL's all about."

Repole said on the Front Office Sports Today podcast that the company is still discussing how it plans to best leverage Brady's name as part of the brand. The two first met at the Kentucky Derby a few years ago, according to USA Today.

Brady described Repole as a "great friend" in his social media posts.

"I wanted to do something really big," Repole told CNBC about the deal. "I think Nobull has a chance here to be this epic historic brand—playing in a space of health and wellness—through sneakers, apparel, nutrition mentality and really helping people with adversity, resilience, grit."

Brady's Business Life After the NFL

This is just the latest business development for Brady, who celebrated the merger's announcement with a signature "Let's Go" post on Tuesday in his first full year of post-football life.

The merger with Nobull provides the league's all-time passing yards and touchdowns leader with another tie to the NFL. The league's venture capital arm previously invested in the company and will sponsor the upcoming scouting combine for the second year in a row, so Brady and the NFL are now partners, according to Sportico. The 15-time Pro Bowler has been in talks to purchase a minority stake in the Las Vegas Raiders. And next NFL season, he is expected to join the broadcast booth as part of his reported $375 million deal with Fox.

"It was kind of a no-brainer for me," Brady said about the merger on Tuesday's Front Office Sports Today podcast. "When I retired from playing, I had much more intention to focus on the business things I had going on, and this [merger] was step number one."

It is unclear if or how Alex Guerrero, who co-founded TB12 with Brady, will be associated with Nobull, according to Sportico.