Founded in 2015 by Marcus Wilson and Michael Schaffer,[1] the brand is closely associated with CrossFit but has expanded into other sports.

As both worked with each other's interests and personalities, they realized that they wanted a company that didn't "sell bullshit" to their customers.

[6] The company took a minimalist approach to its designs of sportwear such as shoes, and created products that are durable and functional across a range of movements.

[13][14] In December 2022, Nobull reportedly laid off 35 percent of its staff, with the founders citing "the challenging economic climate" and a desire to "safeguard the brand for the future", affecting 75 workers.

[16] In January 2024, former New England Patriots quarterback Tom Brady agreed to merge his health and apparel brands with the company and to become its second largest shareholder.