NOBULL Lands NFL Investment, Expands Product Line


As consumers prioritize performance in activities such as running and strength training, NOBULL is gearing up.

what’s happening: At the league’s annual winter meeting, NFL owners voted to endorse apparel and footwear brand NOBULL. Terms of the deal were not disclosed.

Notably, team owners committed another $160 million to 32 Equity, the league’s investment arm that has funded Hyperice, Genius Sports, Fanatics and more.

context: Founded in 2015 by former Reebok execs, NOBULL has emerged as a no-frills performance brand perfect for CrossFit.

But recently, the company has been thinking outside the box with Gear, with promising results. In 2021, NOBULL reached a $500 million valuation with 80% year-over-year growth while developing gear for a wider range of athletes.

  • 2018: Launched running shoes, the first footwear expansion beyond the signature gym shoe.
  • 2020: Introducing clip-in cycling shoes compatible with Peloton bikes.
  • 2021: NOBULL enters performance swimwear.
  • 2022: The brand launches the “Maximalist” runner (HOKA style), GORE-TEX trail runner, NFL-approved turf trainer, and tennis and pickleball court trainers.

Athlete Approved. In addition to claiming title sponsorship of Reebok’s vacant CrossFit Games, this year NOBULL became the official training apparel partner of the NFL Combine and the PGA Tour.

It has also signed and endorsed NFL quarterbacks Will Greer and Mack Jones, Olympic swimmer Caleb Dressel and NHL lah Nathan McKinnon.

ending: NOBULL picks up the pace while keeping functional training as its backbone. Performance proves to be a big sell across the $66 billion global athletic footwear market.

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