NOBULL Enters The Nutrition Game

What’s Happening

Tom Brady is officially closing the door on TB12 Sports, the performance and recovery brand he co-founded in 2013—and opening a new one under NOBULL Nutrition.

In a post shared with fans, Brady confirmed TB12 is winding down after more than a decade, thanking the community that helped build it. The pivot isn’t an exit from wellness—it’s a consolidation.

“No-bullshit products designed to help people get better mentally, emotionally, and physically.”

That’s the thesis behind NOBULL Nutrition, the brand’s first-ever supplement line.

‍

Why the Shift Matters

Brady’s move follows the 2024 merger of TB12 with NOBULL, where he became the brand’s second-largest shareholder behind Mike Repole (Vitaminwater, BODYARMOR). Now, the strategy is clear: one brand, one ecosystem—training gear, footwear, and now nutrition.

Instead of running parallel brands, NOBULL is positioning itself as a complete performance platform, bridging elite sport and everyday health.

‍

Inside the Drop

NOBULL Nutrition launches with a tight, fundamentals-first lineup:

Protein

• Whey & plant-based options
• Chocolate and vanilla
• $60 for a 30-serving tub

Electrolytes

• Lemonade
• Fruit punch
• Blueberry pomegranate
• $25 for a 15-pack

All formulas are made without artificial ingredients, aligning with Brady’s long-standing standards around simplicity and quality. Subscribers receive 30% off plus gifts with purchase.

‍

Bigger Context

This marks Brady’s second major wellness move this month, following his appointment as Chief Wellness Officer at eMed. It also builds on his role as Chief Innovation Officer at Aescape, signaling a broader thesis: performance isn’t a category—it’s a system.

Zooming out, protein continues to dominate food, beverage, and retail—from Starbucks and Chipotle to new entrants like Beyond Meat’s protein drinks. NOBULL is stepping into that momentum with a culturally fluent brand and elite credibility already baked in.

‍

The Playbook Take

TB12 was about method.
NOBULL Nutrition is about scale.

By folding supplements into an existing performance lifestyle brand—with deep roots in CrossFit, pro sports, and training culture—NOBULL isn’t chasing trends. It’s building a full-stack wellness identity athletes can live inside.

This isn’t nostalgia.
It’s consolidation—and a clearer playbook.