Tom Brady is officially pulling the plug on TB12 as a standalone brand and shifting focus into NoBull Nutrition, a move that reflects how his business strategy has changed since the TB12 and NoBull combination.

Brady has said TB12 is “winding down” as the company consolidates into NoBull. The move follows the earlier combination of TB12 and NoBull into a single wellness company, and it signals a tighter focus on one brand identity instead of two separate consumer brands competing for attention.

TB12 built significant recognition in performance and recovery. But NoBull has momentum in apparel and now wants to grow in consumables. Consolidating the wellness stack under NoBull gives:

The shift also suggests NoBull wants to become a full routine brand, not just a footwear and apparel company. In today’s market, nutrition is where repeat purchases live, and that is exactly what Brady appears to be optimizing for.

This is not Brady exiting wellness. It is Brady simplifying. The TB12 name had weight, but the future of the business is clearly being built under NoBull with a larger growth story and a broader consumer footprint.