From Footwear to Film Festival: The Motivation Behind NOBULL’s Latest Marketing Move

Sep 30, 2019 by

NOBULL is proving to be just that.

The brand just announced its latest marketing venture, a NOBULL film to premiere at their very own Fitness Film Festival – to cap off a massive twelve months for the footwear and apparel company.  

  • Opened their first brick and mortar store in the chic New York neighborhood of SoHo, in addition to their pop-up store at their Boston HQ. Word is there are talks of a third location in Miami, FL in the works. 
  • Added two CrossFit Games champions to their athlete roster: Katrin Davidsdottir and Tia-Clair Toomey
  • Signed Carolina Panther’s QB Will Grier as their first non-CrossFit sponsored athlete

The details.

The film will premiere on November 23 at NOBULL’s very own Fitness Film Festival in Brooklyn, New York City.

Head of Marketing Todd Meleney told the Morning Chalk Up: “At the event we will  premiere a film we’re in the process of creating, in addition to showcasing films made by the community.”

NOBULL’s rented out a massive warehouse space to be transformed into a theatre. The guests of honor will include the film’s stars and NOBULL sponsored athletes Tia Clair Toomey, Katrin Davidsdottir and Brooke Wells. The Festival will also be hosted by Rory McKernan.

NOBULL on the big screen. 

While the film’s synopsis remains under wraps, NOBULL athletes gave us a little sneak peek behind the scenes on their European hiatus in early September.

“These three spent the week in Austria with our content team working on something you will see in November. A lot was required of them. Long travel, and even longer days, with less sleep than ideal. They delivered,” NOBULL posted.  

Tia Clair Toomey hinted at the film’s release with her #ComingSoon hashtag and Brooke

Wells, who boasts being NOBULL since the beginning, also showcased stunning views of Austria throughout her feed.

The brand’s own film will be the curtain-raiser to videos submitted by budding filmmakers in the fitness community.

From Footwear to filmmaking. 

What was once somewhat of a duopoly on CrossFit footwear between Reebok and Nike, the market’s slowly become anyone’s game. 

There’s no longer a restriction on what athletes are wearing on the floor at the Games and with Reebok’s title sponsorship disappearing after 2020, it’s the perfect time for a newcomer to rise up through the ranks.

That being said NOBULL co-founders Marcus Wilson and Michael Schaeffer are no stranger to marketing products to the global CrossFit community – both former Reebok executives.

They’ve attempted to gain a reputation and the respect of the CrossFit community putting NOBULL products on athletes as opposed to spending cash on selling shoes through mainstream advertising.

Another focus from the start has also been reaching customers through social media. The NOBULL Project Instagram fan base has grown to 657,000 followers (and counting.)

Their latest film making venture plays to this grassroots approach to marketing and so far, creating that point of difference is paying off.


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