NOBULL

NOBULL is a fitness footwear and apparel brand founded in 2015 by Marcus Wilson and Michael Schaeffer, both former Reebok executives who served as head of brand strategy and global creative director respectively. The name means 'no bullshit' – reflecting their philosophy of not overselling products to customers. Noticing CrossFit athletes wearing unsuitable running shoes, they created minimalist training shoes designed for dynamic cross-training movements. NOBULL became the CrossFit Games title sponsor from 2021-2023, replacing Reebok. In July 2023, Mike Repole took a majority stake, and in January 2024, Tom Brady merged his health and apparel brands with NOBULL, becoming its second-largest shareholder. The brand is headquartered in Boston.