Nobull Taps Former Foot Locker Exec Frank Bracken as President

Nobull Taps Former Foot Locker Exec Frank Bracken as President

Tue, September 15, 2026 at 6:06 PM GMT+3 3 min read

Nobull is making a big hire to help lead the brand into its next chapter of growth.

The training brand on Tuesday named Frank Bracken as its president.

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"There is tremendous momentum at Nobull and an exciting opportunity ahead to reinvent the training category for athletes in the sport of life," Bracken said. "The brand has already built a strong identity and an authentic connection with its core community. And I'm excited to join this leadership team, build on that foundation, and help bring the Nobull mentality and training tools to more athletes as we enter our next phase of growth."

Bracken has the know-how to help lead the reinvention of the training category. He joins Nobull after a 15-year career at Foot Locker Inc., where he was most recently president. In that role, he was responsible for leadership across global retail, merchandising, marketing, digital, loyalty and real estate operations. His tenure at Foot Locker included stints as chief commercial officer, chief operating officer, chief executive officer of North America, and general manager of Foot Locker U.S., Canada and Kids Foot Locker.

During his tenure as Foot Locker's president, Bracken helped lead the execution of the retailer's Lace Up strategy. He also deepened Foot Locker's connection to sneaker culture. And the helped grow the retail presence through a focus on strengthening brand partnerships, advancing omnichannel capabilities and elevating the consumer experience.

Before joining Foot Locker, Bracken held brand leadership roles at The Coca-Cola Company and Miller Brewing Company. He began his career in management consulting at PricewaterhouseCoopers.

"We are thrilled to welcome Frank to Nobull," Impact Capital's president Brent Hastie said. "Frank brings a unique combination of brand, consumer, retail and operational experience that will be incredibly valuable as we continue building Nobull for the future."

Impact Capital is the private equity arm of Bodyarmour founder Mike Repole's family office, which owns Nobull. Repole, a successful serial entrepreneur, acquired a majority stake in the award-winning footwear, apparel, nutrition and coaching brand in July 2023. In January 2024, NFL icon Tom Brady merged his TB12 nutrition brand, as well as Brady Brand apparel, with Nobull, making him the company's number-two shareholder, behind Repole.

Bracken's appointment is the latest this year as Nobull builds out its leadership team. Earlier this year, Joe Martin joined as chief commercial officer. He brings extensive experience building and scaling global commercial organizations across retail, wholesale and e-commerce, including more than a decade at Adidas. And Allison Giorgio joined as chief marketing officer, bringing more than 20 years of brand-building and marketing experience, including 17-plus years at Puma.

All three, with their deep experience across brand building, join Nobull chief operating officer Susie Mulder and the broader leadership team in driving growth at the training brand. Mulder, a former Timberland global brand president, joined Nobull in December 2023.

Nobull began as a CrossFit-oriented footwear label in 2015 and added apparel a year later. Last year, Nobull added Peloton instructor Robin Arzón to its athlete roster, with Arzón set to appear in brand campaigns and as a partner on product launches.

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