NOBULL Shoes: The Minimalist Sneaker That Took Over CrossFit and Beyond

Anyone on the fitness side of Instagram will have seen a pair of NOBULL sneakers on their feed.

These shoes are a go-to for fitness influencers and one of the most popular brands for CrossFit athletes. This footwear start-up has the potential to rival established brands like Nike, Brooks Running, and Hoka.

NOBULL is a footwear and apparel brand that was founded in 2015 with a focus on CrossFit

This performance-driven brand combines intentional designs with the latest footwear trends to give you sneakers that will support you through every type of physical activity.

The brand is at the heart of the CrossFit community as the sport gains popularity on social media, transforming a niche product into an industry leader. Get ahead of the curve and add a pair of NOBULL sneakers to your closet before they become the next big thing.

NOBULL is a leader in the functional fitness niche, with its sights set on expanding internationally as the all-around fitness brand with a stronghold in CrossFit. We’re deep-diving into the NOBULL brand to help you determine whether it’s the right running shoe for you.

NOBULL Shoes: The Minimalist Shoe for CrossFit and Beyond

NOBULL is a “footwear, apparel, and accessory brand for people who train hard and don’t believe in excuses.”

The brand was launched in 2015 by Michael Schaeffer and Marcus Wilson for athletes at every level. The name ‘NOBULL’ is shorthand for ‘no bullshit,’ reflecting the ethos of the brand and its community.

The brand originates in the CrossFit community, with Wilson and Schaffer striving to create versatile shoes to support you while jumping, skipping rope, lifting weights, and running. However, these sneakers are ideal for athletes and gym-goers of every level.

NOBULL is a no-nonsense footwear brand you should have on your radar. It’s ideal for CrossFit enthusiasts and those seeking an all-around sneaker to kickstart their fitness journey.

Expanding Beyond CrossFit: NOBULL’s Diverse Offerings

Its recent success has led NOBULL to expand beyond CrossFit sneakers, becoming a lifestyle brand with an expanded range of categories. The brand also offers swimwear, golf gear, and trail running shoes.

NOBULL has its origins in the CrossFit community, but it has grown to become a lifestyle brand with an expanded range of products from golf to swimwear

Embracing the Community: Brand Ambassadors and Global Reach

NOBULL works with several brand ambassadors, primarily CrossFit athletes, including Emma Lawson, Tia-Clair Toomey, Justin Medeiros, and Mal O’Brien. The brand is already a powerhouse in the CrossFit industry and appears poised to expand into other sports, including swimming, golf, and trail running.

While it has a strong online presence, NOBULL is expanding internationally through event pop-ups, a Miami trial store, and a London retail store that opened in autumn 2023.

In January 2024, CrossFit named GORUCK—a tactical gear and fitness brand founded by former Green Beret Jason McCarthy—as its new Official Apparel and Footwear Provider, replacing NOBULL. This marked the end of NOBULL’s three-year partnership, which ran from March 2021 through December 2023.

NOBULL had succeeded Reebok following the fallout surrounding former CrossFit CEO Greg Glassman. The GORUCK partnership is scheduled to run through 2026, signaling a new era for CrossFit gear and branding.

What Makes NOBULL Stand Out?

NOBULL shoes are known for being designed to accommodate CrossFit training. While most activewear shoes are designed to support a specific type of activity, such as running or weightlifting, NOBULL shoes are more versatile.

NOBULL is credited for popularizing the sport through the CrossFit Games and bringing CrossFit footwear into mainstream culture

The brand is credited for bringing CrossFit sneakers into everyday fashion and promoting the sport through the CrossFit Games.

NOBULL is also recognized as the NFL’s Official Combine Training Partner and the on-field clothing and hat provider for the NFL Scouting Combine in Indianapolis.

It also serves as the footwear brand and official training apparel for the PGA Tour and is the title sponsor of the CrossFit Games.

Investing in Quality: The Cost of NOBULL Shoes

The average NOBULL sneaker costs $159. The brand’s pricing options range from $60 for its classic slides to $250 for its ‘Lifter’ shoe.

Its most popular sneakers average between $150 and $180, making them more expensive than other training shoes. NOBULL’s official website offers free shipping on orders of $99 and over.

NOBULL slides and shoes retail from $60 to $250, with its most popular styles averaging between $150 and $180

Maintaining Your NOBULLs: Tips for Care

We recommend cleaning your NOBULL shoes using warm water with mild soap. You can also spot-clean your shoes with a soft brush or wet cloth to remove stains or dirt. Avoid putting your NOBULL sneakers in a washing machine.

Join the Movement: NOBULL Run Club and Loyalty Program

Become part of the NOBULL community by signing up for the NOBULL Run Club – a group for passionate runners. The community is managed through Strava, with challenges and local events organized through the NOBULL Run Club.

NOBULL’s ‘The Chipper’ loyalty program gives regular customers early access to new products and restocks, free shipping, and exclusive rewards.

You’ll earn 1 point for every $1 spent on the NOBULL website and start unlocking benefits as you earn them. You can earn points by writing reviews and interacting with NOBULL on social media.

Top VIP-level members will get early access to select apparel and footwear, exclusive product releases, and VIP virtual events.

Understanding NOBULL: FAQs Addressed

Are you considering purchasing a pair of NOBULL shoes? We’re answering the most common questions from our community to help you choose the right pair.

Where are NOBULL Shoes Made?

While NOBULL is based in Boston, Massachusetts, the company outsources the manufacturing of its products to countries with lower production costs, such as China.

Who is NOBULL owned by?

NOBULL was launched by Reebok alumni Marcus Wilson and Michael Schaeffer in 2015. The company was funded by private equity, and a 2021 fundraising round valued it at over $500 million.

Exeter Capital, a Boston-based private equity firm, partnered with NOBULL in 2021 to fund its growth into new markets.

In May 2023, the company laid off 35% of its staff, with its longtime CMO, Todd Meleney, also departing. Two months later, Mike Repole, the founder of BODYARMOR, acquired a majority stake in NOBULL.

In January 2024, Tom Brady agreed with NOBULL to integrate his wellness company, TB12, and his clothing line, Brady Brand, into NOBULL. Following this merger, the unified entity will continue to operate under the NOBULL brand name. Brady will become the second-largest shareholder in NOBULL, following Mike Repole, the founder of BodyArmor.

Can You Squat in NOBULL Shoes?

Yes, you can squat in NOBULL shoes. Every style is designed to accommodate CrossFit training, including exercises such as squats and weightlifting.

NOBULL shoes are designed to accommodate CrossFit training, including squats and weightlifting (Credit: NOBULL Project)

Sizing Advice for NOBULL Shoes

NOBULL shoes typically run true to size. The brand recommends going up half a size if you are between sizes. Each NOBULL style features a size guide on the brand’s product page, providing further guidance on achieving the best fit.

Get used to seeing athletes and fitness influencers wearing NOBULL shoes and apparel. The brand appears poised to expand internationally in the coming years, thanks to its minimalist styles and performance-driven designs.

Elevate your workout routine with NOBULL sneakers, designed to seamlessly transition from the running track to lifting weights and reaching new heights with box jumps.