In the world of endurance sports, where every second counts and comfort is key, BibBoards emerged as a game-changer.
Founded in 2016 by Brian Goodell, a former Division I college football player turned entrepreneur, BibBoards set out to solve a simple yet persistent problem: the inconvenience and potential harm caused by traditional safety pins used to fasten race bibs.
“I wanted to rid athletes of the disadvantages of the old rusty safety pins,” Goodell explains. “There was a clear market need for a better bib fastener that wasn’t a magnet or sticky bib that ruins athletic apparel.”
BibBoards’ flagship product, BibSnaps, are patented snap & lock bib clips that runners have come to love. These eco-friendly, reusable alternatives to disposable safety pins benefit not just the athletes, but also the environment, races, and sponsors.
But BibBoards isn’t just about solving a practical problem. As Goodell puts it:
"BibBoards strives to create fun new modes of self-expression, through useful consumer products. We help consumers and organizations by providing new, inexpensive and surprising ways to distribute their own messages and brands."
Despite its innovative product and clear value proposition, BibBoards faced the challenge of scaling its business in a competitive market. The company needed to increase its revenue, order volume, and average order value while maintaining profitability.
When BibBoards partnered with Adacted in June 2023, they were looking at:
The goal was clear: scale the business significantly while improving key metrics across the board.
Adacted developed a multi-faceted strategy to drive BibBoards’ growth:
Aggressive Paid Advertising:
Dynamic Creative Development:
Flexible Budget Management:
Technical Optimization:
Product Diversification:
Strategic Pricing and Offers:
The results of this comprehensive strategy were nothing short of remarkable:
Brian Goodell, founder & CEO of BibBoards, praises Adacted’s approach:
With a solid foundation of growth and a proven strategy in place, BibBoards is poised for continued success. The company’s journey from a niche product to a thriving e-commerce business demonstrates the power of innovative products combined with strategic digital marketing.
As BibBoards continues to expand its product line and reach new markets, one thing is clear: this is a brand that’s not just fastening bibs, but also securing its place as a leader in the sports equipment industry.
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