Founded in 2015, NOBULL quickly gained traction within the CrossFit community for its minimalist approach to performance footwear. As the fitness landscape evolved, so did the brand’s ambitions, and it recognized a need to evolve to recruit new audiences while retaining equity in the space.  

We anchored the rebrand in human truths — the shared experiences that connect us all. Grit. Vulnerability. Commitment. These universal motivators 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.