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When Black Diamond hired Backbone to handle its public relations in 1998, it wanted two things: To extend Black Diamond beyond its immediate core markets in climbing and skiing, yet at the same time maintain 100% focus on these primary markets. In 15 plus years of working together, BD has grown from an $18MM company focused on climbing and skiing to a publicly traded company surpassing, $150 MM in annual revenue and gaining market share in key core categories of climbing, mountain and ski. Backbone handles all PR and media planning and buying services, connecting the BD community across online and offline channels. By remaining focused and resonating with consumers, Black Diamond has deepened its reach in the vertical channels and extended to a broader audience as an aspirational brand.

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