He Sold BodyArmor For $8B... Now, He's Coming For Nike 😳
Billionaire entrepreneur Mike Repole — the mind behind Vitaminwater, BodyArmor, and now NoBull — joined me for an all-time episode.
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Hey friends,
For the latest episode on my “Next Up” Podcast tour, billionaire entrepreneur Mike Repole — the mind behind Vitaminwater, BodyArmor, and now NoBull — joined me for one of the most raw and inspiring conversations I’ve yet to have on my show.
From growing up in Queens as the son of a waiter and a seamstress to selling companies for billions, Repole shared the unfiltered truth about what it takes to win — in business, sports, and life.
During our hour-long conversation, Repole dove into how he intends to scale NoBull to larger heights than Nike, his legendary partnership with Tom Brady, and how Kobe Bryant turned a $6 million investment into $400 million for his family.
If you care about building something bigger than yourself — whether it’s a brand, legacy, or a team — this conversation is for you.
Let’s jump into my three favorite takeaways:
1️⃣ Intensity Wins
Mike Repole’s entrepreneurial journey, focusing on the crossroads between sports, nutrition, and fitness, began in 1999 when he co-founded Glaceau, the company behind Vitaminwater and Smartwater.
Just eight years later, Coca-Cola acquired Vitaminwater for $4.1 billion, but Repole’s drive for sustained success propelled him to a new mountaintop over the next decade.
From 2010 onward, Repole co-founded BodyArmor, which garnered a $6 million investment from Kobe Bryant in 2014, before he purchased a majority stake in NoBull — an athletic apparel brand that secured a key partnership with Tom Brady last year.
Through Repole’s nearly 40-year quest as a hungry businessman, he’s always stayed true to himself, while putting brute intensity at the forefront of his persona.
“It’s all about being genuine, real, and authentic,” Repole told me. “We live in a very fake world right now… I always tell people, ‘You have to be you – be yourself.’”
Repole wanted to secure a majority stake in NoBull two years ago because he aligned with the company’s “no excuses, no BS” vision.
In the future, he thinks NoBull can ultimately challenge Nike as the top-dog in the sportswear industry and morph into a brand with a multi-billion-dollar valuation.
“NoBull stands for ‘No Bullshit,’” Repole said, bluntly. “Part of the reason I think I’ve been successful is, I don’t get caught in these rabbit holes. You’re going to know if I love you — I’m going to tell you. If I’m thankful, I’m going to tell you… And, that type of intensity makes me who I am.”
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2️⃣ Attitude Supersedes Skills
Throughout Repole’s career, he’s hired thousands of employees, leading to unprecedented growth in every venture he’s touched.
In 2021, Coca-Cola purchased 85% stake in BodyArmor for $5.6 billion — just 10 years following the brand’s inception.
To realize a growth at that magnitude, it’s safe to assume that Repole has always hired the “best and brightest.” However, it’s quite the opposite.
He’s learned that his most successful workers aren’t always the most academically accomplished.
“I hire attitude over skills,” Repole said. “Now, some people who go to the Ivy League schools, or the better schools, get a little offended by that. I remind them, I said, ‘I didn’t say attitude [and] no skills. Relax. I said attitude over skills.’”
Repole refuses to bring people along to his team who lack passion. He constantly looks for non-complacent individuals who wake up willing to learn, grow, and adapt to put the collective mission of the team above themselves.
“It is easier to teach someone skills than it is to teach someone attitude,” Repole reiterated. “So, I’m looking for type-A personalities… I love hiring ex-athletes, or people who’ve played sports, or even anybody with passion.”
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3️⃣ Wake Up Bankrupt
During our interview, I asked Repole what keeps him motivated after achieving the success that he’s already eclipsed through his mid-50s.
His answer? “I tell this a lot — I wake up every morning bankrupt.”
“That mentality that someone’s going to knock on my door and take everything from me is the chip on my shoulder that motivates me,” he said.
What drives Repole more than accentuating his own career is using his success as a platform to help others.
“I’m [still just] Mike from Queens,” Repole said with a smile. “… If you’re a good guy with money, you become a better person.”
On May 25, 2007, Repole put his testament to work when Coca-Cola bought Vitaminwater for $4.1 billion.
After the sale went through, Repole and his co-founders decided to share a 10% option pool with all 600 of his employees — regardless of their roles.
“Success is best when shared,” he said. “So, we had a 10% option pool for all the employees. The employees got about $450 million. The shipping clerk got $600,000, the receptionist got $400,000, you know, 150 [people] got over a million [dollars].”
On paper, Repole’s blueprint is straightforward. Work hard, help others, repeat. And, nearly 40 years into his journey, his plans aren’t deviating anytime soon.
To watch my full episode with Repole, click here.
If you have any questions, comments, or feedback, please don’t hesitate to reach out to me by email at adam@brenemanmedia.com.
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Shoutout to Connor Krause for helping to write this newsletter and putting it together!
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