Back in January 2024, the world saw a very different side of Tom Brady. No cleats. No helmet. Just a vision as the seven-time Super Bowl champ announced he was merging his nutrition and apparel brands—TB12 and Brady—with performance training company NoBull. “I thought it was the best opportunity for myself and the brands that I’ve been a part of to make a difference,” Brady said. After all, he was becoming the No. 2 shareholder in a $250 million company.
It was a bold pivot for a man who’d spent two decades dominating defenses. But this wasn’t a one-off endorsement deal. Brady was all in—on protein powders, arch support, and EBITDA. Because that’s what happens when your business partner is Mike Repole. A little background check on Mike and you’d know that he’s the beverage billionaire who sold BodyArmor to Coca-Cola for $5.6 billion. The man doesn’t do “small.”
So when he bought NoBull in 2023, he had only one thing on his mind: legacy. “If we want to build this big multibillion platform … taking this public, I think is going to be the best way to go about it,” Repole’s words back then.
Even now, that Brady-Repole partnership is till kicking strong. The GOAT took to his Instagram Story on Friday to re-share the post of Repole’s appearance on the Next Up with Adam Breneman podcast. Well, TB didn’t give away much in the caption, but fans still got a little “rising stocks” emoji and a NoBull tag. They got a look under the hood.
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“Tom probably didn’t know what ‘EBITDA’ was — now he does,” Repole told Adam Breneman. “Revenue after net revenue? Now he knows about that. Valuations, things like that.” Repole didn’t hold back, drawing parallels between Brady and his former business partners—Kobe Bryant and Alex Rodriguez. The common thread? Greatness off-the-field requires just as much grit. “The questions that they ask are brilliant… They have the right DNA to get there,” Repole said.
And Brady isn’t just sitting in boardrooms nodding. He’s grilling designers over arch width. He’s asking why a sneaker costs nine cents more to make. “He wants to know,” Repole added. “He’s got that mindset about being great — and being better than ever.”
NoBull, valued at $500 million back in 2021, has since seen layoffs and leadership exits. But if Repole has his way, it’s far from down for the count. As he puts it, “I think Nobull has a chance here to be this epic historic brand.” With Brady in the huddle, the next billion might just be the warm-up.
Despite the post-retirement hustle, Tom Brady knows his role in Sin City
Tom Brady’s getting paid more to talk football than most QBs make playing it. Wild, right? Fox locked him in for a casual $37.5 million per year, which is the highest in the booth. But his work doesn’t end at breaking the plays on Sundays. He’s also involved in boardroom meetings in Las Vegas.
As a minority owner, who’s hustling in his post-retirement, you might think how much of time can he exactly put in to the team? Well, he’s got skin in the game. Head coach Pete Carroll made it clear: TB12 doesn’t really show up. Like, physically. “He hasn’t been out here but one time since we’ve been here,” Carroll said on Brock & Salk.
But his influence and game IQ matters a lot, apparently, from afar. “We’re phone buddies,” Carroll said. “It’s not just how he played, it’s how he lived,” Carroll added. That winning mentality? They’re trying to wire it into the whole Raiders operation.
And get this—Brady’s presence was a legit reason Pete Carroll took the job in the first place. “When Tom came on board here it changed my outlook,” Carroll said. That’s not something you hear every day. Not about a part-owner. That’s respect. It wasn’t just Carroll either. GM John Spytek—who goes way back with Brady to Michigan days—was sold too. “Johnny holds him in the highest regard.”
So, Brady may be in broadcast booths now, or looking after ventures, or being part of gigs, but don’t let that suit fool you. He’s still game-planning, still impacting franchises, just without the shoulder pads. Vegas might be his next ring: just in a different uniform.
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