Brand marketing
HIT Recognition
by
HIT Recognition makes wearable head-impact sensors, with an established base in rugby and traditional sports. NET Performance is HIT's commercial partner, leading its marketing, brand and website, and introduced the brand to downhill mountain biking through Rónán Dunne, Reece Wilson, Hattie Harnden, Sam Reynolds and AON Racing.
Results
The brief
HIT Recognition is an Edinburgh company that makes HIT Connect, a small sensor that clips to a helmet, goggle strap or head guard and measures the G-force and rotational force of head impacts, with apps for athletes and teams.
The brand was established in rugby and traditional sports. Action sports were a natural next step. Riders wear a helmet every time they ride, but it is a close community, and a brand from outside it needs the right introductions to be taken seriously.
The thinking
What we made
Film and site
Visit the siteThe launch
The athlete
View profileCredits
NET Performance
Commercial partner: marketing, brand and website; market entry and athlete relationships
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Rónán Dunne (RD8)
HIT Recognition
HIT Recognition makes wearable head-impact sensors, with an established base in rugby and traditional sports. NET Performance is HIT's commercial partner, leading its marketing, brand and website, and introduced the brand to downhill mountain biking through Rónán Dunne, Reece Wilson, Hattie Harnden, Sam Reynolds and AON Racing.
- Client or partner
- HIT Recognition
- When
- Ongoing
- What we did
- Commercial partnership, Marketing, Brand, Website, Market entry, Athlete and team relationships
- Sport
- Mountain bike
The brief
HIT Recognition is an Edinburgh company that makes HIT Connect, a small sensor that clips to a helmet, goggle strap or head guard and measures the G-force and rotational force of head impacts, with apps for athletes and teams.
The brand was established in rugby and traditional sports. Action sports were a natural next step. Riders wear a helmet every time they ride, but it is a close community, and a brand from outside it needs the right introductions to be taken seriously.
Our role
NET Performance is HIT Recognition's commercial partner. We lead HIT's marketing, brand and website, and we used our knowledge of the sport and our relationships in downhill mountain biking to give HIT a way in:
- Marketing, brand and website, led by NET Performance as HIT's commercial partner
- Advice on where HIT fitted in downhill, and who to talk to
- Relationships with leading downhill racers and teams, developed on HIT's behalf
- Introductions to Rónán Dunne, Reece Wilson, Hattie Harnden and Sam Reynolds, and to AON Racing
Downhill was the way in. Racers wear full-face helmets in training and on race day, so HIT Connect fitted the way they already ride.
The introductions came through people NET Performance already knew and worked with: Rónán Dunne of Mondraker Factory Racing, Reece Wilson's AON Racing team with Hattie Harnden, and freeride rider Sam Reynolds. HIT met them through someone they trusted.
On Instagram
Outcome
HIT now has a presence in downhill mountain biking. In April 2026 it announced Rónán Dunne, Reece Wilson, Hattie Harnden and Sam Reynolds as ambassadors, and the four of them front its mountain biking page. Mountain biking now sits alongside rugby, cycling, equestrian and snowsports among the sports HIT works in.
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