Finding the Growth Opportunity
We started by addressing some basic gaps in Bradley’s marketing foundation. We fixed issues with the website, improved navigation, updated product photography, reactivated email marketing, and launched Bradley’s first real push into paid social and search. The priority was to drive more sales of Bradley’s core fielding gloves, while also testing ways to move slower-selling inventory, including batting gloves.
Meta quickly showed us there was strong demand for Bradley’s fielding gloves. Customers responded well even at higher price points, giving us a clearer picture of where paid media could have the biggest impact on the business.
By May, Bradley had achieved a 48% increase in average orders per day, making it the strongest month since 2023, while Meta advertising averaged roughly 15x ROAS. Search advertising needed more work, so we restructured the campaigns around more specific products and search intent, including custom gloves and fielding positions. Quality scores improved significantly, and search began producing profitable customer acquisition.
Building Toward the Holidays
With the initial campaigns working, we focused on building a stronger creative and advertising process around Bradley’s core glove line. We continued testing Meta creative, developed more polished product and lifestyle assets, and consistently maintained 10x–15x ROAS. We also began emphasizing Custom Gloves, Bradley’s highest-priced products, as a way to increase average order value. Q3 revenue finished up more than 20% over Q3 2024. At the same time, we were preparing for Bradley’s first major holiday marketing push, including a full photo and video shoot to give the brand a stronger library of evergreen and seasonal creative.
A Record Holiday Season
Bradley had never run a coordinated holiday campaign at this scale, so we built one from the ground up. The campaign combined email, social content, paid social, promotional offers, and a holiday-focused website takeover, with advertising spend weighted toward the weeks when customers were most likely to be shopping for gifts.
We also designed promotions around increasing order value, using incentives like free shipping and free batting gloves rather than simply discounting Bradley’s core products. The approach paid off. November became the largest month in company history by a wide margin, more than 20% above May's breakout month, with the Black Friday-Cyber Monday weekend alone driving roughly a third of the month's sales.
A Great Success
- 20x+ ROAS over Thanksgiving weekend
- Nearly 2x Black Friday sales compared to Bradley’s previous single-day record
- Cyber Monday became one of the top three sales days in company history
- Cost per acquisition was cut in half
- Double-digit ROAS continued through the rest of the holiday season
See more on our successful first holiday campaign in our blog post from the trenches of a marketing agency.
A Record Year, But We Can Still Do Better
Bradley finished 2025 with its strongest second half on record, from trailing 15% behind 2024 at the end of April to finishing the year 9% ahead. But the headline sales numbers did not tell the whole story. Increased advertising spend and agency costs put pressure on profitability, while Custom Gloves generated less margin than expected and higher return rates emerged as Bradley reached a much larger audience of new customers.
Those lessons shaped the strategy for 2026. Rather than simply chasing more revenue, we focused on growing the stock glove business, improving customer expectations before purchase, and building a more efficient path to the next level of sales.
A Sharper Strategy Pays Off
For 2026, we set an ambitious target of roughly 20% growth over 2025, which would be Bradley’s highest sales year ever, with a stretch goal of nearly 30% growth. We shifted the focus toward stock gloves, used clearer product messaging to help reduce returns, and continued building on the creative and campaign systems established the previous year.
The results came quickly. January sales nearly doubled compared to January 2025, and Q1 finished roughly 50% ahead of the same period the year before, making it the best first quarter in company history. We also tested a Clearance campaign on Meta, which held roughly 12x ROAS through January and February while selling through inventory that hadn't been moving.
Our spring campaigns, built around baseball-card-inspired creative, gained traction from April through June at 11x–12x ROAS, while our Limited Run promotions hit their stride at roughly 12x–14x ROAS. By the end of Q2, April, May, and June had each become the highest-sales month in Bradley’s history. Year-to-date sales were 47% ahead of the previous year and 7% ahead of the aggressive target we had set for the period, putting Bradley within reach of its stretch goal.
Diversifying, and Still Climbing
By the summer of 2026, Meta was still a major driver of Bradley’s growth, but relying too heavily on a single platform created unnecessary risk. We began testing TikTok as a new sales channel, looking for a way to reach a different audience while building more resilience into Bradley’s marketing mix.
The test quickly gained traction. TikTok generated an 8.5x ROAS in July and 10x ROAS in August, with August sales from TikTok accounting for roughly 16% of Bradley’s total sales. That month finished more than 20% ahead of target and more than 25% above Bradley’s previous August record. By the end of Q3, pacing ahead of its stretch goal – and the holiday season hasn’t even begun!
Jeff Bradley
Founder, Bradley Baseball Gloves
"A year ago, my company Bradley Baseball Gloves needed a jump start. Sales were leveling off and I didn't feel we were capitalizing on a youth baseball market that seemed ready to explode. Enter Brolik. After a fairly quick assessment of Bradley Baseball's strengths and weaknesses, the team at Brolik went to work. Almost immediately, our visibility was improved. More eyes on the website and the product led to the growth I was needing. As our working relationship has grown, I've trusted Brolik to improve our advertising, email campaigns and the look of BradleyBaseballGloves.com. I could not be happier. When we have our monthly calls, I basically tell them to "keep on cooking.""
