NoBull

NoBull is an athletics company based in Boston, Massachusetts that makes athletic wear for sportspeople. Founded in 2015 by Marcus Wilson and Michael Schaffer, they began their company in the CrossFit community,[1] and the brand is closely associated with CrossFit, but has expanded into other sports.[2]

NoBull, Inc.
Founded2015 (2015) in Boston, Massachusetts, U.S.
FounderMarcus Wilson
Headquarters
Boston, Massachusetts
,
U.S.
Number of employees
Decrease 145 (2023)
Websitehttps://www.nobullproject.com/

Starting with the 2023 NFL season, NoBull also became the official sponsor of the NFL combine, and also sponsors the PGA Tour and New England Patriots quarterback Mac Jones.[3] It became the title sponsor of the CrossFit Games in 2021.[4]

Etymology

According to Wilson and Schaeffer, the two worked together at Reebok before leaving to found NoBull. As both worked with each other's interests and personalities, they realized that they wanted a company that didn't "sell bullshit" to their customers.[1] The name is therefore short for "no bullshit".[5]

History

NoBull was founded in 2015 by Wilson and Schaffaer in Boston.[6] The company took a minimalist approach to its designs of sportwear such as shoes, and created products that are durable and functional across a range of movements.[5][7] It claims to produce sportwear for a community of "people who work hard and don't believe in excuses".[8] Its products initially catered to the CrossFit community.[7]

The company grew strongly during the Covid-19 pandemic, and in 2021, it raised funding worth $32 million that valued the company at $500 million.[9][10]

The company formed a partnership with CrossFit Games in 2021 when it became its title sponsor for three years.[11] It also formed a six-year partnership with the PGA Tour in 2022,[12] and the NFL Combine in 2023.[13][14]

In December 2022, NoBull reportedly laid off 35 percent of its staff, with the founders citing "the challenging economic climate" and a desire to "safeguard the brand for the future", affecting 75 workers.[15] In June 2023, NoBull released a set of shoes for Pride Month, called the "Pride Moves" set.[16]

In July 2023, Mike Repole took a majority stake in the company.[17]

References
  1. "Podcast No. 25: NOBULL Co-Founders Michael Schaeffer and Marcus Wilson". Whoop. Archived from the original on 2023-03-23. Retrieved 2023-06-04.
  2. "Mac Jones Has His First Endorsement, Signs Deal With Boston-Based NOBULL". CBS - Boston. 2021-08-30. Archived from the original on 2022-01-07. Retrieved 2022-01-07.
  3. "NFL-Backed NOBULL Cuts 35% of Its Workforce". frontofficesports.com. 30 May 2023. Archived from the original on 2023-05-30. Retrieved 2023-06-04.
  4. "Arthur Semenov Punches Ticket Back to NOBULL CrossFit Games". Morning Chalk Up. June 4, 2023.
  5. Gull McElroy, Nicole (March 15, 2023). "The duo behind CrossFit's favorite athletic brand has a unique design approach—no BS—and it's paying off". Fortune.
  6. Volin, Ben (March 2, 2023). "Boston-based NOBULL is betting big on the NFL Combine". Boston Globe.
  7. Stoner, Rich (May 18, 2023). "Nobull Rush: How a Once-Niche CrossFit Brand Won Over Major Sports Leagues". Gear Patrol.
  8. "Archived copy". NoBull Project. Archived from the original on 2023-03-22. Retrieved 2023-06-04.{{cite web}}: CS1 maint: archived copy as title (link)
  9. Thomas, Lauren (April 19, 2021). "Nobull, the athletic apparel brand with a cult-like CrossFit following, raises cash to speed global expansion". CNBC.
  10. BlechmanLast, Phil (July 17, 2023). "Fitness Apparel Company NOBULL Raises Funding At $500 Million Valuation". BarBend.
  11. "Nobull Is Now the Title Sponsor of the CrossFit Games". Yahoo!. March 1, 2021.
  12. Glendinning, Matthew (March 2, 2022). "NoBull athletic brand joins PGA Tour sponsorship roster". Sports Business.
  13. Brinkerhoff, Nick (May 5, 2023). "What is NOBULL? Everything to know about the 2023 NFL Combine sponsor". Sporting News.
  14. Benjamin, Cody (August 16, 2022). "NFL announces NOBULL, CrossFit Games sponsor, as new apparel supplier for 2023 scouting combine". CBS Sports.
  15. Rumsey, David (May 30, 2023). "NFL-Backed NOBULL Cuts 35% Of Its Workforce". Front Office Sports.
  16. Ayoud, Amina (June 1, 2023). "Run With Pride: NOBULL Launches Rainbow-Inspired Trainers and Apparel in Support of the LGBTQIA+ Community". Footwear News.
  17. Golden, Jessica (July 20, 2023). "Sports drink entrepreneur Mike Repole takes majority stake in sneaker brand NoBull". CNBC.
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