Case Study: NOBULL achieves reliable, scalable midnight product launches with Shopify Plus

How Accelerated Midnight Product Launches & Shopify Plus is Helping NOBULL Challenge Billion Dollar Footwear Giants

NOBULL is a fast-growing footwear and apparel brand built for hard-training CrossFit athletes that launched with a lean, rapid product cycle and passionate early customers. The company faced major operational risks — a last-minute manufacturing delay and recurring midnight product drops that produced extreme traffic spikes and threatened site crashes just as demand far outpaced supply.

NOBULL upgraded to Shopify Plus for enterprise-grade scalability and worked closely with an account manager to prepare for launches, eliminating site downtime worries. As a result, launches (including a high-traffic Black Friday drop) sold out in minutes without issues, letting the team focus on marketing and customer experience while the brand expanded internationally and built a loyal, rapidly growing community.

NOBULL

Marcus Wilson

Co-Founder