A NOBULL Nutrition performance supplement bottle placed in the foreground of an empty professional football stadium, representing Tom Brady's new wellness brand pivot.
THE FEED

The Death of TB12: Inside Tom Brady’s $NOBULL Power Play

Photo: Freepik, NOBULL

By Jael Rucker: Published: January 15, 2026

LOS ANGELES, CA — Tom Brady is making another power move. What’s the move, you ask? Well, Brady just recently announced the end of his foundational TB12 wellness brand to pave the way for a massive expansion into NOBULL, launching its first-ever nutrition consisting of four protein powders and three electrolytes. Known for their award-winning footwear, NOBULL nutrition was created as another tool in your toolbox for getting stronger every day. Formulated with minimal, clean ingredients to fuel performance and recovery, NOBULL nutrition helps you train for the sport of life. By sunsetting the 13-year-old TB12 banner, Brady and Mike Repole are betting that the future of athlete-led wellness isn’t in boutique training centers, but in high-performance, direct-to-consumer chemistry.

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The Audit Points

  • Market Shift: Brady is pivoting from services (training centers) to products (electrolytes/protein). The supplement market is projected to hit $200B by 2028, and Brady wants a bigger slice than a gym can provide.
  • The Repole Blueprint: As I just mentioned, billionaire Mike Repole (BodyArmor/Vitaminwater) is the architect here. He’s taking the “Brady” name and attaching it to a scalable product line that can sit on every shelf in America.
  • Legacy Check: TB12 (2013 to 2026) was pivotal, changing how we view recovery. This move absorbs that 13-year IP into the NOBULL ecosystem, creating a head-to-toe athletic powerhouse.

The NOBULL nutrition lineup includes whey and plant-based protein powders in chocolate and vanilla, as well as three flavors of electrolytes – lemonade, fruit punch, and blueberry. NOBULL nutrition is made with just what you need and nothing else. Nothing artificial. No BS.

That’s exactly why you should get some for yourself.

If you love sports history, check out our latest on the ABA Soul Power docuseries.

Author Bio

Jael Rucker is the founder of Decked Out Magazine. She has previously worked as the Associate Commerce Editor at PureWow, focusing on analytics and trends to pitch stories and optimize articles that build and engage their audience. Her work has also been seen in Footwear News and WWD. Prior to 2024, she was the style and pop culture editor at ONE37pm for over three years, contributing numerous product reviews, brand profiles and fashion trend reports, which included interviewing Steph Curry, Snoop Dogg and more.

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