I’ve been wearing the same shoes to the gym since 2013.
Not the same pair, of course — I upgraded with every new release. But my feet have been firmly planted in Nike Metcons for over a decade. From box jumps to sled pushes, they’ve carried me through it all.
You could call me a Metcon diehard. I probably would’ve called myself that, too.
That is, until now.
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About two years ago, I started noticing more lifters in the gym wearing a different shoe — bold, clean designs with that all-caps branding across the side: NOBULL.
I’d seen them pop up more and more, mostly tied to CrossFit workouts and hardcore lifting sessions, but I never gave them much thought. To me, Nike (NKE) owned the gym floor.
One day, I was chatting with my close friend when he casually mentioned that his uncle had acquired NOBULL. That got my curiosity going fast.
That offhand comment sent me down a rabbit hole. Turns out, the brand had just been acquired by Mike Repole — the co-founder of Vitaminwater and BodyArmor — a guy who’s made a career out of taking on Goliaths.
In 2023, Repole’s investment group bought NOBULL and quickly merged it with TB12, the wellness and performance company founded by future NFL Hall of Famer Tom Brady.
What followed was a rebrand and repositioning campaign that felt loud in all the right ways.
NOBULL wasn’t just for the CrossFit crowd anymore. It was going after the gym generalist, the weekend warrior, the strength-curious. People who just wanted to feel strong, move better, or show up consistently. People like me.
And for the first time in over ten years, I didn’t buy the newest Metcons.
I bought NOBULLs.
NOBULL has emerged as an alternative to Nike.
Image source: NOBULL
The billion-dollar strategy transforming NOBULL
NOBULL’s shift wasn’t accidental. Under Repole’s leadership, the brand began positioning itself as the modern training shoe for a broader, more mainstream audience, while still catering to its CrossFit community.
The TB12 merger added credibility and an entirely new wellness vertical. Now, NOBULL had more than just sleek footwear — it had science-backed recovery gear, nutrition, and performance coaching.
Thus began the journey from a footwear company to a full-scale health and wellness brand that supports movement, recovery, mindset, and lifestyle.
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That kind of pivot puts pressure on Nike, whose dominance in the gym space has come from being everything to everyone, but also nothing truly personal to anyone. The Metcon line, once revolutionary, hasn’t had a cultural moment in years.
Meanwhile, NOBULL has grown louder, not just in product drops but in personality. The brand has collaborated with athletes, leaned into bold marketing, and redefined its customer. In short, it started acting less like an underdog and more like a contender.
The loyalty shift Nike didn’t see coming
Nike may still dominate in numbers, but brand loyalty is emotional, and that’s where NOBULL is sneaking in.
For years, Nike thrived on routine. A new Metcon dropped, and the faithful showed up. But routines crack when a brand stops stepping up in the ways that matter.
NOBULL, by contrast, has shown it knows its audience. It speaks to performance without preaching, leans into utility without sacrificing aesthetics, and, most importantly, listens.
The result? NOBULL is landing with lifters, runners, casual gym-goers, and anyone who wants a shoe that can actually keep up. Stable for lifting, responsive for movement, and durable enough to take a beating — no athlete label required.
And while Nike likely isn’t sweating this one customer’s switch, it should be watching the wave behind it.
This isn’t just about sneakers. It’s about showing up every day and trying to be better than yesterday. In the gym, it’s always me vs. me — and the right gear makes that battle a little easier.
I am proud to say that after more than a decade with Nike, I’ve officially converted to NOBULL. And I’m not going back.
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