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Nobull

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Nobull, Inc.
Founded2015; 9 years ago (2015) in Boston, Massachusetts, U.S.
FounderMarcus Wilson
Headquarters
Boston, Massachusetts
,
U.S.
Number of employees
Decrease 145 (2023)
Websitehttps://www.nobullproject.com/

Nobull (stylized NOBULL) is an athletics company based in Boston, Massachusetts that makes sportswear. Founded in 2015 by Marcus Wilson and Michael Schaffer,[1] the brand is closely associated with CrossFit but has expanded into other sports.[2]

Starting with the 2023 NFL season, Nobull became the official sponsor of the NFL Scouting Combine, and also sponsors the PGA Tour and Jacksonville Jaguars quarterback Mac Jones.[3] It became the title sponsor of the CrossFit Games in 2021.[4]

Etymology

[edit]

According to Wilson and Schaeffer, the two worked together at Reebok before leaving to found Nobull. As both worked with each other's interests and personalities, they realized that they wanted a company that didn't "sell bullshit" to their customers.[1] The name is therefore short for "no bullshit".[5]

History

[edit]

Nobull was founded in 2015 by Wilson and Schaffaer in Boston.[6] The company took a minimalist approach to its designs of sportwear such as shoes, and created products that are durable and functional across a range of movements.[5][7] It claims to produce sportwear for a community of "people who work hard and don't believe in excuses".[8] Its products initially catered to the CrossFit community.[7]

The company grew strongly during the Covid-19 pandemic, and in 2021, it raised funding worth $32 million that valued the company at $500 million.[9][10]

The company formed a partnership with CrossFit Games in 2021 when it became its title sponsor for three years.[11] It also formed a six-year partnership with the PGA Tour in 2022,[12] and the NFL Combine in 2023.[13][14]

In December 2022, Nobull reportedly laid off 35 percent of its staff, with the founders citing "the challenging economic climate" and a desire to "safeguard the brand for the future", affecting 75 workers.[15]

In July 2023, Mike Repole took a majority stake in the company.[16] In January 2024, former New England Patriots quarterback Tom Brady agreed to merge his health and apparel brands with the company and to become its second largest shareholder.[17][18]

References

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  1. ^ a b "Podcast No. 25: NoBull Co-Founders Michael Schaeffer and Marcus Wilson". Whoop. 29 May 2019. Archived from the original on 2023-03-23. Retrieved 2023-06-04.
  2. ^ "Mac Jones Has His First Endorsement, Signs Deal With Boston-Based NoBull". CBS - Boston. 2021-08-30. Archived from the original on 2022-01-07. Retrieved 2022-01-07.
  3. ^ "NFL-Backed NoBull Cuts 35% of Its Workforce". frontofficesports.com. 30 May 2023. Archived from the original on 2023-05-30. Retrieved 2023-06-04.
  4. ^ "Arthur Semenov Punches Ticket Back to NoBull CrossFit Games". Morning Chalk Up. June 4, 2023.
  5. ^ a b Gull McElroy, Nicole (March 15, 2023). "The duo behind CrossFit's favorite athletic brand has a unique design approach—no BS—and it's paying off". Fortune.
  6. ^ Volin, Ben (March 2, 2023). "Boston-based NoBull is betting big on the NFL Combine". Boston Globe.
  7. ^ a b Stoner, Rich (May 18, 2023). "Nobull Rush: How a Once-Niche CrossFit Brand Won Over Major Sports Leagues". Gear Patrol.
  8. ^ "NOBULL Training Community". NoBull Project. Archived from the original on 2023-03-22. Retrieved 2023-06-04.
  9. ^ Thomas, Lauren (April 19, 2021). "Nobull, the athletic apparel brand with a cult-like CrossFit following, raises cash to speed global expansion". CNBC.
  10. ^ BlechmanLast, Phil (July 17, 2023). "Fitness Apparel Company NoBull Raises Funding At $500 Million Valuation". BarBend.
  11. ^ "Nobull Is Now the Title Sponsor of the CrossFit Games". Yahoo!. March 1, 2021.
  12. ^ Glendinning, Matthew (March 2, 2022). "NoBull athletic brand joins PGA Tour sponsorship roster". Sports Business.
  13. ^ Brinkerhoff, Nick (May 5, 2023). "What is NoBull? Everything to know about the 2023 NFL Combine sponsor". Sporting News.
  14. ^ Benjamin, Cody (August 16, 2022). "NFL announces NoBull, CrossFit Games sponsor, as new apparel supplier for 2023 scouting combine". CBS Sports.
  15. ^ Rumsey, David (May 30, 2023). "NFL-Backed NoBull Cuts 35% Of Its Workforce". Front Office Sports.
  16. ^ Golden, Jessica (July 20, 2023). "Sports drink entrepreneur Mike Repole takes majority stake in sneaker brand NoBull". CNBC.
  17. ^ Golden, Jessica (January 30, 2024). "Tom Brady is merging his nutrition and apparel brands with training company Nobull". CNBC. Retrieved January 30, 2024.
  18. ^ Daniel, Seth (January 31, 2024). "Tom Brady brands link up with Dot-based NoBull". Dorchester Reporter. Retrieved February 14, 2024.
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