A detail of the Nobull logo during the Big 12 NFL Pro Day at Ford Center at The Star on March 19, 2025 in Frisco, Texas. (Photo by Aaron M. Sprecher/Getty Images)
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Nobull has placed a focus on the world of training. From organized functional fitness to court sports, Nobull has focused growth on its stable of footwear offerings. Now the Boston-based brand has a new training home: the NHL.
Nobull and the NHL announced a multiyear U.S. partnership, naming the brand the official training shoe of the NHL. Starting immediately, the partnership gives Nobull exclusive marketing rights within the NHL’s reach and offers the training brand the ability to extend its footprint across all 32 NHL clubs.
As part of the deal, Nobull will provide training footwear to players, coaches and staff of all NHL clubs.
Nobull has joined the NHL as an official partner.
NHL
“Hockey is one of the most demanding sports in the world,” says Mike Repole, owner of Nobull. “It takes grit, resilience and an unwavering will to compete. That’s why Nobull and the NHL are a perfect partnership. The Nobull mentality is built on being stronger every day, both mentally and physically, and that is what it means to be a hockey player.”
Jason Jazayeri, NHL group vice president of business development, says he looks forward to working with Nobull to create “impactful content and experiences” that bring the shared values of a pursuit of excellence to life for the fans.
The two organizations will collaborate on original content and storytelling across both NHL and Nobull platforms and Nobull will have activation opportunities at major NHL events, such as the NHL Winter Classic and NHL Stadium Series.
The footwear brand known for CrossFit and fitness training shoes added a performance running model in February 2022. The brand followed that up with another 2022 launch, that of the Court Trainer, a silhouette meant for any court surface, including tennis and basketball. The brand also has a full array of lifestyle footwear and a golf shoe.
Founded by Reebok alums Marcus Wilson and Michael Schaeffer in Boston in 2015 with a focus on the functional fitness space, the direct-to-consumer company continued its growth with an ever-widening fitness focus. Over 300 NFL athletes train in Nobull, even though the brand doesn’t have a cleat, and athletes across every major sport, from tennis to basketball and the Olympics to the NHL (a large chunk of the NHL’s Boston Bruins train in the hometown product) compliment the sponsored CrossFit athletes.
In 2023, Repole invested in Nobull, acquiring a majority stake in the growing brand. Repole, an entrepreneur most known for his role in co-founding Glaceau, makers of Smartwater and Vitaminwater, also had a hand in the growth of Pirate’s Booty and Bodyarmor Sports Drink.
Source: https://www.forbes.com/sites/timnewcomb/2025/10/23/nobull-extends-footwear-reach-with-nhl-partnership/
