Member-only story
How NOBULL Turned a Niche Product into a Business
When you think of athletic shoes, names like Nike or Adidas probably pop into your head. The market is really competitive, and there’s probably already a shoe for every activity you could think of. That doesn’t mean there aren’t brands trying to make practical but fashion-forward shoes for specific markets. In the Crossfit world, NOBULL was one of those brands trying to stand out among the competition. They may have been late to the Crossfit game but right now they’re a noticeable player in the game.
I admit I’m a Crossfitter, and I admit to owning a pair of the shoes. Maybe I’m biased, but if I’m biased it’s for the right reason. I gave the shoes a shot and I’ve been a fan ever since. My story is not unique, and this is part of the reason NOBULL earned fans. They made a simple, clear product that fills a specific need without overselling itself.
Starting with Intent
The foundation of the NOBULL brand primarily starts with two former Reebok employees: Marcus Wilson and Michael Schaeffer. If you’re at all familiar with Crossfit, you’d know the Reebok Nanos are one of, if not the, most popular shoes for Crossfit. Together these two had knowledge of design and marketing from their time at Reebok, but they also collaborated with Crossfit coach Ben Bergeron for his wisdom of the Crossfit community. This knowledge became key, as understanding the unique aspects of these communities would be important when establishing their name as a brand.
As employees coming from Reebok, they knew they were facing competition from major brands. This meant they need to offer a unique product that matched the quality of major brands. This is how the name NOBULL was born. The product itself was straightforward and functional. There was no BS, just a practical training shoe.
The flagship product from NOBULL is their trainers, designed to be a cross-functional shoe that adapts to most Crossfit workouts. This means the shoe is light enough for running, the sole is firm enough for lifting, and the body is durable enough to handle rope climbs. The shoe may not be recommended for marathon…
