Two Champions driving business.

Our Story

Breaking Limits was founded in 2007 by NASCAR Champion and NASCAR Hall of Fame Race Car Driver Bobby Labonte. For over a decade, Breaking Limits has been building relationships between brands and consumers that drive loyalty, affinity and passion. We are successful because we are driven like our Founder. From ideation to planning to execution, every detail is critical to our team.

A world class athlete in her own right, President Kristin Labonte brings her expertise in visual communications and design to work for your brand. Couple that with an MBA from Duke University. You can rest assured that she knows what it takes to achieve and deliver at the highest level and sets that same expectation for our entire team. Kristin has the heart and the mind of a champion.

Our entire team knows that every moment, every sight, every sound, every one of the consumers senses create an emotion and a memory connected to your brand. It is our mission to capture that essence and deliver it through brand experiences to your consumers. 

Bobby and Kristin leverage each of their 30+ year careers in and around sports marketing to deliver exceptional work for Breaking Limit’s clients. Building relationships and delivering success to clients is personal to Bobby and Kristin. Spend time with them and you will quickly learn that they are equally driven, yet the yin to each other’s yang. They have both played roles in every aspect of sports marketing – from wearing 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. This duo provides rarely found expertise and leadership – and loves nothing more than 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!