Founded in 2015, NOBULL made its mark in the CrossFit world with a minimalist, no-BS approach to performance gear. As the fitness landscape evolved, so did the brand’s ambition. We saw an opportunity to expand—to reach new audiences while staying rooted in what built our name.

We grounded the rebrand in human truth: the effort it takes to keep showing up. Grit. Vulnerability. Commitment. The shared drive to get better became our creative foundation. We renewed our focus on product, elevating the way that it shows up visually by leaning into its technical edge and performance-driven design. With an unapologetic and straightforward typeface, we developed a bold and educational graphic system, repositioning NOBULL as a training authority. 

This foundation is about more than aesthetics. It’s about intention. Every decision, every detail, every piece of storytelling is shaped by the belief that strength is built through effort. What follows is the creative backbone of Brand 2.0—a clearer, stronger, more honest expression.