NOBULL is majority owned by Mike Repole, the entrepreneur behind Vitaminwater and BodyArmor, who bought a controlling stake in the brand in July 2023. Tom Brady later joined as a co-owner after his TB12 and Brady Brand businesses merged into NOBULL.
NOBULL shoes are designed in Boston, Massachusetts, but manufacturing happens overseas, primarily in China and Vietnam.
This article covers who owns NOBULL today, where its shoes are actually made, how the brand reached a 1 billion dollar valuation, and its founding history.
So let’s get started.
Table of Contents
Who Owns NOBULL?
NOBULL is privately owned, with Mike Repole holding majority control after acquiring the brand in July 2023. Current collections are available on NOBULL’s official website.
Repole previously built and sold Vitaminwater to Coca Cola for 4 billion dollars and later sold BodyArmor to Coca Cola for 5.6 billion dollars. Roughly six months after acquiring NOBULL, Repole merged the company with Tom Brady’s TB12 and Brady Brand businesses, adding Brady as a co-owner of NOBULL.
NOBULL was originally founded by Marcus Wilson and Michael Schaeffer, both former Reebok employees, though day to day control now rests with Repole and his ownership group following the 2023 acquisition.
Where Are NOBULL Shoes Made?
NOBULL shoes are designed at company headquarters in Boston, Massachusetts, but manufacturing takes place overseas, primarily in China and Vietnam.
The brand’s signature SuperFabric upper material has some component manufacturing tied to domestic suppliers, but final shoe assembly happens at overseas partner factories rather than in the United States. NOBULL has said it maintains oversight of factory quality and labor conditions through routine audits and third party supply chain partnerships.
NOBULL does not publish a detailed public list of its specific factories, so the country of origin for a given product is best confirmed by checking the label or packaging directly.
How Did NOBULL Reach a 1 Billion Dollar Valuation?
NOBULL raised 50 million dollars in a funding round in January 2026 that valued the company at 1 billion dollars, its first funding round since Repole’s 2023 acquisition.
As part of that same announcement, NOBULL launched a new supplements division called NOBULL Nutrition, starting with protein and electrolyte products. Tom Brady’s TB12 brand wound down its own operations so Brady could focus on scaling the new NOBULL Nutrition line instead.
NOBULL has also expanded its sports partnerships in recent years, becoming the official training shoe of the NHL and outfitting prospects at the NFL Combine, building visibility well beyond its original CrossFit focused customer base.
When Was NOBULL Founded?
NOBULL was founded in 2015 by Marcus Wilson and Michael Schaeffer, both former Reebok employees who saw an opportunity to build simpler, no frills training footwear for serious athletes.
The brand built an early following within the CrossFit community, positioning itself against larger, more established athletic brands with minimalist branding and a focus on durability over flashy marketing.
NOBULL struggled with growth before Mike Repole’s 2023 acquisition, after which the brand expanded well beyond its original niche into broader training, running, and now nutrition categories.
Are NOBULL Shoes Good Quality?
NOBULL earns an average rating of roughly 4.5 out of 5 across thousands of Amazon reviews, with the durable SuperFabric upper consistently cited as the shoe’s biggest strength.
Reviewers on Reddit and fitness review sites praise the shoes for handling box jumps, rope climbs, and heavy lifting without breaking down.
Fitness reviewers at outlets like That Fit Friend note the Outwork model in particular is stable enough for serious powerlifting while remaining easy to clean and resistant to abrasion.
The most common complaints involve the shoes running hot in warmer conditions due to the SuperFabric construction, and a smaller number of reviewers report the stiff upper causing soreness before it breaks in.
Some reviewers caution that NOBULL trainers prioritize stability and durability over cushioned comfort, making them a better fit for CrossFit style training and lifting than for extended running or all day wear.
Overall, NOBULL is widely regarded as a durable, well built training shoe, provided buyers match the specific model to their workout style.
Frequently Asked Questions About Who Makes NOBULL
Does Tom Brady own NOBULL?
Tom Brady is a co-owner of NOBULL after his TB12 and Brady Brand businesses merged into the company in early 2024. Mike Repole holds majority control after acquiring NOBULL in July 2023.
Are NOBULL shoes made in the USA?
No, NOBULL shoes are manufactured overseas, primarily in China and Vietnam. Design work happens at NOBULL’s headquarters in Boston, Massachusetts, but final assembly takes place internationally.
What is NOBULL’s current valuation?
NOBULL was valued at 1 billion dollars following a 50 million dollar funding round in January 2026, its first outside funding since Mike Repole acquired the company in 2023.
Who founded NOBULL?
NOBULL was founded in 2015 by Marcus Wilson and Michael Schaeffer, two former Reebok employees. Majority ownership shifted to Mike Repole after his 2023 acquisition of the company.
I am Jack Neel, a mechanical engineer, researcher, and writer. I created this website to share my knowledge about different brands and products with you. I research the manufacturers behind the brands and provide you with the information you need to make smart buying decisions.