New England Patriots
“I want to sincerely thank everyone who supported the brand and believed in the mission and all that we achieved.”
The brand that billed itself for its “pliability” appears to have stretched to its limit.
Tom Brady’s original personal fitness and nutrition brand known as “TB12” is shutting down, according to the former Patriots quarterback.
In an email to TB12 subscribers as well as a post on his social media, Brady alluded to a transition of the business to the brand he oversaw a merger with in 2024, “Nobull.”
“Your support has made TB12 a brand and community I’m proud of,” Brady wrote in the email. “After an incredible run, TB12 is winding down.”
“Now, I’m excited to share the next chapter: NOBULL Nutrition,” he added.
Nobull, which was founded in 2015 as a Boston-based sportswear company, already includes Brady-endorsed products. The TB12 website — which as of publication was still live — also features links to Nobull. In 2024, Brady merged TB12 and Brady Brand apparel with Nobull, making him the second largest shareholder behind Nobull majority owner, Mike Repole.
“NOBULL nutrition was born from the work we accomplished at TB12 Performance, which I co-founded with my best friend Alex Guerrero in 2013,” Brady said in an Instagram post. “I want to sincerely thank everyone who supported the brand and believed in the mission and all that we achieved.
“TB12 helped shape my perspective on performance and wellness at a pivotal time in my life,” he continued, “and with NOBULL nutrition we’ll take the next step and continue to innovate the best products in the industry.”
At its height, TB12 also had brick-and-mortar locations in Foxborough, Boston, Los Angeles, New York, and Tampa. In 2023, the Boylston Street location closed. By 2026, all TB12 locations have now shuttered.
Nobull’s headquarters is listed at 135 William T. Morrissey Boulevard in Boston, formerly the site of The Boston Globe (and Boston.com) offices. It was one of the building’s first new tenants in 2023 following the building’s large-scale renovation.
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