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Rónán Dunne in his garage wearing the black RD8 Mark Tee and a Red Bull capRónán Dunne in his garage wearing the black RD8 Mark Tee and a Red Bull cap

Personal Brand Incubator

RD8 by Rónán Dunne

by

Client

Rónán Dunne (RD8)

When

September 2026

What we did

Brand, identity, website, merchandise, launch

Sport

Mountain bike

Rónán Dunne's own brand and home online, built from scratch: the RD8 identity, the first collection, ronandunne.com and its launch.

Results

Drop 001 units sold

First 30 days, from Shopify

Sell-through

Drop 001, all products

@shop.rd8 followers

Since launch

6 products in Drop 001

3 days from teaser to store

The brief

Rónán wanted a brand of his own, separate from his team and sponsors, that fans could buy into. And a proper home online for fans, media and the brands he works with.

The first drop was kept small on purpose, and the launch was timed for the UCI Mountain Bike World Cup in Whistler.

Rónán Dunne at his workbench wearing the bone RD8 Mark Tee
The Mark Tee in bone, at the workbench.
Rónán Dunne from behind, showing the orange RD8 mark on the back of the black Mark Tee
The Mark Tee in black: the RD8 mark runs the length of the back.

The thinking

What we made

Brand

  • Strategy and positioning
  • The RD8 mark
  • Rónán's signature
  • Packaging and thank-you cards

Drop 001

  • Mark Tee, black and bone
  • Rooted Tee
  • Canada Edition Tee
  • RD8 Hoodie
  • RD8 Decal Sheet
  • "Earned it" bottle opener

Digital

  • ronandunne.com
  • The RD8 store
  • Media centre
  • Partners section
  • @shop.rd8 on Instagram

Launch

  • Launch photography
  • Brand teaser film
  • Launch-week content plan
The RD8 Drop 001 collection laid out flat: the Canada Edition Tee, the Mark Tee in bone and black, the Rooted Tee, the RD8 Hoodie, the decal sheet and the Earned It bottle opener
Drop 001: six products, from a $12 decal sheet to a $70 hoodie.
Rónán Dunne wearing the Rooted Tee in his garage
Rooted Tee, front.
Rónán Dunne working on a motorbike, showing the large DUNNE print on the back of the Rooted Tee
Rooted Tee, back.
Rónán Dunne crouching beside a motorbike in the RD8 Hoodie
RD8 Hoodie.

Film and site

Visit the site
Rónán Dunne from behind in his garage, showing the orange RD8 mark on the back of the black Mark TeeRónán Dunne in his garage wearing the black RD8 Mark Tee and a Red Bull cap

The ronandunne.com homepage, with the RD8 mark over a blurred riding photo
ronandunne.com
The Drop 001 Baseline carousel on ronandunne.com, showing the Canada Edition, Mark and Rooted tees
ronandunne.com/collections/all

The launch

21 Sept

Brand and website teaser goes out on Rónán's and RD8's Instagram.

24 Sept

Drop 001 goes on sale worldwide at ronandunne.com.

25–27 Sept

World Cup weekend in Whistler, with the Canada Edition Tee made for Whistler and Red Bull Hardline.

Rónán Dunne in the air on his Mondraker downhill bike at Whistler
Whistler.
Rónán Dunne holding the Irish flag above his head at the Les Gets World Cup, 2025
Les Gets World Cup, 2025. Photo: Kike Abelleira

The athlete

Rónán Dunne

Two-time UCI Downhill World Cup winner and 2025 World Championship bronze medallist, racing for Mondraker Factory Racing.

View profile

Credits

NET Performance

Brand, identity, website, merchandise, launch

Next case study

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NET Media

Greg Minnaar

All work

RD8 by Rónán Dunne

Rónán Dunne's own brand and home online, built from scratch: the RD8 identity, the first collection, ronandunne.com and its launch.

Client or partner
Rónán Dunne (RD8)
When
September 2026
What we did
Brand, identity, website, merchandise, launch
Sport
Mountain bike
Rónán Dunne in his garage wearing the black RD8 Mark Tee and a Red Bull cap
Rónán Dunne in the RD8 Mark Tee.

The brief

Rónán wanted a brand of his own, separate from his team and sponsors, that fans could buy into. And a proper home online for fans, media and the brands he works with.

The first drop was kept small on purpose, and the launch was timed for the UCI Mountain Bike World Cup in Whistler.

Our role

NET Performance built RD8 and ronandunne.com with Rónán from the start:

  • Brand strategy and identity, including the RD8 mark and Rónán's signature
  • ronandunne.com, a complete athlete website designed and built around Rónán's identity, with the RD8 store inside it
  • A custom media centre that brings all of Rónán's videos into one place
  • A dedicated partners section for brands that want to work with him
  • Drop 001: the Mark Tee in black and bone, the Rooted Tee, the Canada Tee, a hoodie and a Foam Trucker cap, plus stickers, number plate decals, a bottle opener, packaging and thank-you cards
  • The @shop.rd8 Instagram account
  • Launch photography, a brand teaser film and the launch-week content plan
The RD8 Drop 001 collection laid out: four tees, a hoodie, stickers and bottle openers

The launch ran in stages, with Rónán and @shop.rd8 posting together throughout. A brand and website teaser went out on 21 September, and the full collection went on sale worldwide at ronandunne.com on 24 September.

The special-edition Canada Tee was made for Whistler and Red Bull Hardline, and the World Cup weekend in Whistler followed from 25 to 27 September.

Rónán Dunne in the white RD8 Canada Tee, helmet on

The store sits inside a complete athlete website, designed and built around Rónán's identity. For fans, it carries his story, his results, his upcoming race stops, his social channels and a newsletter.

The ronandunne.com homepage: the RD mark over a riding film, with the Shop button and menu
The Drop 001 Baseline collection in the store on ronandunne.com

A custom media centre puts every video in one place, from race day and World Cup runs to Hardline, vlogs, interviews, POV, training and bike tech, so fans and media can find what they are looking for.

The media centre on ronandunne.com, with Rónán's videos filtered by Hardline, World Cup, vlog, interview and more

The partners section is built for the commercial side of his career. It shows the brands behind Rónán and the campaigns they have run together, and gives potential partners one place to learn about him and explore working together, with business enquiries going straight to NET Performance.

The partners section on ronandunne.com, with Mondraker Factory Racing and the logos of the brands behind Rónán

On Instagram

Outcome

Delivered: a new brand and identity; a complete athlete website at ronandunne.com with its own store, media centre and partners section; a first collection of clothing and accessories; and a launch campaign across Rónán's and RD8's Instagram accounts.

The website gives Rónán a public profile he owns, and gives brands one place to see who he is, who already backs him and how to start a conversation.

Drop 001 units sold

Sell-through

@shop.rd8 followers

Tell us what you have in mind

Whether you race, run a team or market a brand, a short note is enough. We will give you a straight answer on how we can help.

Start a conversationinfo@netperformance.co.uk