Jimmie Johnson focuses on brand building, realizing his NASCAR legacy needs more attention to thrive like Earnhardt Jr.'s.
Dale Earnhardt Jr. remains one of the most cherished figures in NASCAR history, admired not only as the son of the legendary Dale Earnhardt Sr. but also for his own successes and relatable persona. In contrast, Jeff Gordon gained a strong following despite winning fewer championships than Jimmie Johnson. Johnson, with seven Cuptitles to his name, has acknowledged that his enormous racing success did not bring him the same fan adoration as Earnhardt Jr. or Gordon, prompting reflection on his personal brand strategy.
Jimmie Johnson’s Admission on Brand Development
In a candid interview with Kevin Harvick on the Happy Hourpodcast, Johnson openly discussed why he lagged behind in cultivating a broader fan base. He noted,
“Junior, sure, the last name, but the more I spend time around him and watched what he and Kelly are doing, they’re smart. They are very intentional. They are working their asses off too in this process.”
—Jimmie Johnson
Johnson acknowledged that while he had some brand infrastructure, he limited his efforts outside of racing in order to focus on performance behind the wheel.
He admitted,
“And when I reflect on myself, I had infrastructure, but all my infrastructure focused on was doing the bare minimum outside of the car, so I could do the maximum inside the car. And now, as I own a race team and realize the worth of the JJ brand, I haven’t done a good job. Like really blowing that up and leaning into it. Done a job. It’s there but it could be far greater.”
—Jimmie Johnson
This self-assessment highlights his recognition that his brand presence did not grow to its full potential during his driving career.
Realizations from Observing the NASCAR Marketplace
Johnson recalled an eye-opening moment walking through Richmond, where merchandise featured iconic seven-time champions like Dale Earnhardt Sr. and Richard Petty, yet he saw no apparel representing his own achievements. This underscored how others had leveraged licensing and sustained marketing efforts, while he had largely neglected those opportunities. He summed it up plainly,
Image of: Jimmie Johnson
“It’s my fault. Like, I just haven’t been working. I’ve been working on other things.”
—Jimmie Johnson
Now as the owner of Legacy Motor Club, Johnson values the importance of branding and has learned why JR Motorsports, a smaller Xfinity team, commands greater recognition among fans than his own Cup-level organization.
Building Legacy Motor Club into a Distinctive Motorsport Brand
Motivated by this insight, Johnson aims to transform Legacy Motor Club into more than a traditional racing team. He envisions creating a motorsports property with lifestyle branding elements that resonate beyond the track. He shared his aspirations:
“I want to build a motorsports property with Legacy Motor Club. I feel like there is a way to not be exactly like a stick and ball franchise, but there are many aspects that can be. And motorsports, it’s a lifestyle and there is a lifestyle branding opportunity that’s here for Legacy.”
—Jimmie Johnson
He recognizes that before expanding the company’s reach, he must solidify his own legacy and personal brand. Planning his next steps, Johnson stated,
“But before I really get there, I’ve got to make sure that my legacy and my brand is where it needs to be to then have it spill over into the company. And so that’s the journey that I’m on right now.”
—Jimmie Johnson
Shifting Focus to Team Ownership and Brand Growth
Having shifted his focus from competing on the track, Johnson now concentrates on the operational and financial challenges of managing a race team. He is actively working to improve profitability by securing strategic sponsorships and enhancing efficiency, aiming to elevate Legacy Motor Club’s profile and stability in the motorsport industry.
Jimmie Johnson’s honest reflections on his past brand-building efforts reveal a determined and optimistic approach toward growing his influence beyond his driving legacy. With renewed focus and clear objectives, he is positioning Legacy Motor Club to become a more substantial and resonant presence within NASCAR and motorsports culture.
