When Tom Brady introduced his BRADY apparel and accessories brand, we praised the understated look and high-tech vibe of it all. It seemed like the man who had won every prize professional football had to offer was ready to take on the apparel world on his own, and understood the look and feel that buyers wanted.
Brady isn’t doing it on his own anymore, with the announcement that the Brady brand will now be folded into the NoBull brand.
BREAKING: Tom Brady is partnering with Mike Repole (Vitaminwater, BodyArmour, etc.) on NOBULL.
Brady will merge the TB12 and Brady Brand into NOBULL, becoming the company's second-largest shareholder.
They both came on the pod to break it down!
LISTEN: https://t.co/91ZkVFbi5Z pic.twitter.com/k3KBZnsUl4
— Joe Pompliano (@JoePompliano) January 30, 2024
NoBull was founded in 2015. Since then, the NFL has invested more than a quarter-billion dollars in the company. With NoBull sponsoring the NFL Combine, too, it created an opportunity for the NFL to essentially have its own licensing body in sports apparel. NoBull already had its foot in sports sectors like swimming, running, golf, CrossFit, and more.
With this merger, Brady said in an Instagram post that the two brands will form “one complete wellness company that at its core will help people become the best version of themselves.”
NoBull is also getting Brady’s TB12 wellness and supplement brand.
What will be the most interesting to see, after NoBull’s presence in the NFL, is whether Brady’s brand lends itself to personalized merchandise. It’s not completely out of the question: Think about Jordan brand in the NBA (and even soccer). When the Brady brand hit the market, it said it would include athlete licensing deals, including college student-athletes.
From a design standpoint, though, we’re interested to see if Brady’s streetwear-influenced athleisure and athletic wear lives on.
