Breaking Limits was founded in 2007 by NASCAR Champion race car driver Bobby Labonte. Our agency is successful because we are driven like our Founder, whose reputation as the ultimate grinder earned him 21 NASCAR Cup Series wins and 2020 NASCAR Hall of Fame honors. Resilience, determination, focus, and fortitude are part of his DNA. His down-to-earth values and transcendent professionalism earned him partnerships with many of the most prolific brands in the world. Bobby set the bar high for Breaking Limits’ culture and values and for nearly two decades the Breaking Limits’ team has remained steadfast and inspired by Bobby’s expectation.

A world class athlete in her own right, Breaking Limits’ president Kristin Labonte has the heart and mind of a champion. Rest assured that she knows what it takes to deliver at the highest level and she sets that same expectation for Breaking Limits’ entire team. Kristin brings her expertise in design and visual communications to work for your brand. Couple that with an MBA from Duke University, and you’ve got the rare combination of a leader who ensures delivery on the aesthetic while remaining relentlessly focused on the KPIs.

Bobby and Kristin leverage each of their 30+ year careers in and around sports marketing to deliver exceptional work for Breaking Limit’s clients. Spend time with them and you will quickly learn that they are the yin to each other’s yang, complimenting each other across the board. They have both played roles in every aspect of sports marketing – from representing the brands across their chests to creating deeply personal connections and experiences for consumers with a brand to developing the foundational strategies that result in great partnerships. They have both played roles in every aspect of sports marketing – from representing the brands across their chests to creating deeply personal connections and experiences for consumers with brands to deliver wins and championship level marketing success for clients.

In their spare time, they enjoy spending time with friends and family, and fly fishing in Montana!