{"id":147764,"date":"2026-01-20T12:18:23","date_gmt":"2026-01-20T17:18:23","guid":{"rendered":"https:\/\/athletechnews.com\/?p=147764"},"modified":"2026-01-20T12:18:24","modified_gmt":"2026-01-20T17:18:24","slug":"tom-brady-pulls-plug-on-tb12-pivoting-to-nobull-nutrition","status":"publish","type":"post","link":"https:\/\/athletechnews.com\/tom-brady-pulls-plug-on-tb12-pivoting-to-nobull-nutrition\/","title":{"rendered":"Tom Brady Pulls Plug on TB12, Pivoting to Nobull Nutrition\u00a0"},"content":{"rendered":"
The move comes after Brady’s TB12 supplement and sports performance line merged with activewear brand Nobull in 2024<\/h5>\n\n\n\n

Tom Brady is officially closing the chapter on TB12.<\/p>\n\n\n\n

In an Instagram post, the Super Bowl champion announced that TB12 Sports, the performance and recovery brand he co-founded in 2013, is coming to a close, thanking fans and customers for their support over the years.<\/p>\n\n\n\n

\u201cYour support has made TB12 a brand and community I\u2019m proud of,\u201d Brady wrote. \u201cAfter an incredible run, TB12 is winding down.\u201d<\/p>\n\n\n\n

But Brady isn\u2019t leaving the wellness space. Instead, he\u2019s pivoting to a new venture:\u00a0Nobull Nutrition<\/a>, a new extension of its performance footwear and apparel brand.<\/p>\n\n\n\n

\"\"
credit: Nobull<\/figcaption><\/figure>\n\n\n\n

\u201cI\u2019m excited to share the next chapter,\u201d he wrote. \u201cNo-bullshit products designed to help people get better mentally, emotionally and physically.\u201d<\/p>\n\n\n\n

The move deepens Brady\u2019s relationship with Nobull. In 2024, he merged TB12 with the brand<\/a> and became its second-largest shareholder, behind billionaire entrepreneur Mike Repole, who co-founded and sold beverage brands Vitaminwater and Bodyarmor to Coca-Cola. He acquired Nobull in 2023.<\/a><\/p>\n\n\n\n

On the same day as Brady’s announcement, Nobull officially announced its first-ever nutrition line, marking its expansion beyond training gear. The launch includes four protein powders, with whey and plant-based options in both chocolate and vanilla, as well as three electrolyte flavors: lemonade, fruit punch and blueberry pomegranate.<\/p>\n\n\n\n

According to the brand, the products are formulated without artificial ingredients.<\/p>\n\n\n\n

Nobull Nutrition is available for purchase on the brand\u2019s website<\/a>, with protein priced at $60 for a 30-serving tub and electrolytes at $25 for a 15-pack. Subscribers receive 30% off, along with gifts with purchase.<\/p>\n\n\n\n

For those keeping score, this marks Brady\u2019s second high-profile move in the wellness space this month, after he joined telehealth startup and GLP-1 provider eMed as chief wellness officer.<\/a> He also joined AI-powered robotic massage company Aescape as its chief innovation officer<\/a> last year.<\/p>\n\n\n\n

Protein, for its part, is already having a banner year. The popular macronutrient<\/a> has heavily influenced Starbucks<\/a>, Chipotle<\/a>, Shake Shack, and even new dietary guidelines<\/a>, along with some unlikely players.<\/p>\n\n\n\n

This month, plant-based mat brand Beyond Meat announced it\u2019s entering the beverage space with a new protein drink line, Beyond Immerse<\/a>. The sparkling beverages offer 10 or 20 grams of plant-based protein per serving across three flavors and will roll out for a limited time on the brand\u2019s direct-to-consumer site.<\/p>","protected":false},"excerpt":{"rendered":"The move comes after Brady’s TB12 supplement and sports performance line merged with activewear brand Nobull in 2024.","protected":false},"author":43,"featured_media":147767,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"disable_comments":false,"pmpro_default_level":"","tpd_franchise_content":"","hide_featured_img_single_post":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"tpd_featured_video":[],"tpd_sponsored_post_logo":"","tpd_sponsored_post_logo_link":"","tpd_sponsored_post_logo_width":0,"tpd_sponsored_enable_nofollow":true,"tpd_disable_incontent_ads":false,"tpd_disable_right_rail_ads":false,"tpd_disable_after_content_ads":false,"tpd_disable_header_ads":false,"tpd_disable_sticky_footer_ads":false,"tpd_disable_video_ads":false,"tpd_disable_outbrain":false,"tpd_affiliate_disclaimer":[],"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[7],"tags":[5998,4290,7902,4722,1197,938,937],"post-options":[],"vertical":[],"coauthors":[4135],"class_list":{"0":"post-147764","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-nutrition","8":"tag-celebrity","9":"tag-nobull","10":"tag-nurition","11":"tag-protein","12":"tag-supplement-companies","13":"tag-tb12","14":"tag-tom-brady","15":"pmpro-has-access"},"acf":[],"featured_media_url":"https:\/\/athletechnews.com\/wp-content\/uploads\/2026\/01\/2026-JKH-TB12N-Jan-03-2026-1407_Edited-1180x787.webp","author_name":"courtney-rehfeldt","author_avatar":"https:\/\/athletechnews.com\/wp-content\/uploads\/2021\/08\/cropped-DSC_7858-scaled-1-96x96.jpg","primary_category":{"term_id":7,"name":"Nutrition","slug":"nutrition","taxonomy":"category","url":"https:\/\/athletechnews.com\/category\/nutrition\/"},"yoast_head":"\nTom Brady Pulls Plug on TB12, Pivoting to Nobull Nutrition\u00a0 - 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