Indexbit-Tom Brady merges 'TB12' and 'Brady' brands with sportswear company 'NoBull'

Tom Brady said Tuesday his "TB12" and Indexbit"Brady" brands merged with apparel brand "NoBull." Mike Repole, the co-founder of Vitaminwater and BodyArmour, partnered with Brady on the deal.

The deal made Brady the second largest shareholder – behind Repole – of NoBull, a sportswear company based in Massachusetts and founded in 2015. NoBull sponsored the 2023 NFL combine.

"Tom’s 'No BS' attitude towards training, nutrition, wellness and winning is what makes him the person he is," NOBULL wrote on its website. "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."

The deal makes Brady, who has been trying to acquire a minority stake in the Las Vegas Raiders, a technical partner of the NFL. According to Sportico, the league's investment arm, 32 Equity, previously invested in NoBull.

"LET'S GO!" Brady wrote on social media. "NOBULL is here."

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On "The Joe Pomp Show," Repole said NoBull will still be an apparel brand, but will also have lifestyle and wellness components. Brady being the "narrator of the NOBULL mentality and the NOBULL lifestyle" is the vision, Repole said. And the seven-time Super Bowl champion quarterback said his business attitude is similar to how he was in the locker room.

"I love the name NoBull," Brady said. "It's so much of what we're about ... I never accepted any excuses for myself. I pushed all my teammates to be the best they could be every single day. And by the way, they pushed me back."

NoBull's original market was Crossfit workout gear. Now the company will have electrolytes and protein powder, for example, thanks to the infusion of Brady's brands.

"This is organic and natural for us," said Repole, who met Brady at the Kentucky Derby a few years ago and has since developed a friendship with him. "It's now just merging into this great brand."