Jimmie Johnson Confesses ‘His Fault’ in Not Developing His Brand Enough

Hall of Famer Jimmie Johnson has shared his thoughts on his shortcomings in developing the JJ brand like Dale Earnhardt Jr. did.

Jimmie Johnson Confesses ‘His Fault’ in Not Developing His Brand Enough

Jimmie Johnson (Via IMAGO)

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Legacy Motor Club owner driver Jimmie Johnson is one of the biggest names in the history of the sport, with seven titles to his name, alongside Dale Earnhardt and Richard Petty. But unlike the other two, Johnson doesn’t have the same level fame and cultural influence, despite the fact that he dominated in a time where there were more opportunities to develop the brand.

In the lates episode of Kevin Harvick’s Happy Hour podcast, ex-HMS racer Jimmie Johnson admitted that he didn’t do enough to grow as a brand in his peak years. He has the best in the business in Dale Earnhardt Jr. as his teammate to learn about how to grow a brand, but he didn’t use the opportunity and worked hard enough.   

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 said via Happy Hour podcast.

He had everything to grow the JJ brand, but him only doing the bare minimum in his racing years and focusing more on the racing side cost him. Johnson only realized this late, when he was using his influence to get better deals for LMC. He now understands how much his brand worth and how much better he could have had, if he worked hard enough.

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.

Jimmie Johnson added.

Further talking about the point, he asserted that he should have gone deep into the evolving his brand, lean into blowing himself up when he was at the peak of his racing career. The 83 times Cup Series race winner understands he didn’t do enough when it mattered and realized what he lost to late.

Like really blowing that up and leaning into it. Done a job. It’s there but it could be far greater. It’s my fault. Like, I just haven’t been working. I’ve been working on other things.

Jimmie Johnson asserted.

Jimmie Johnson explained what brand he wants to build with Legacy MC

In the same conversation, Johonson who is now the majority owner of Legacy MC ha shared his thoughts on his plans for the Toyota team. He wants to build a motorsports property with the team and is focused on leaning onto the fact that racing is lifestyle. There are significant revenue opportunities, if they work hard enough to build a lifestyle brand alongside the team.

Jimmie Johnson and Erik Jones
Jimmie Johnson and Erik Jones (Via @LEGACYMotorClub/X)

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 said.

Though it’s a solid objective, getting there won’t be easy. Though LMC can claim the legacy of Richard Petty Motorsports’, there are still a young brand and has to fights the likes of Hendrick Motorsports, Joe Gibbs Racing and Team Penske Racing to thrive.

Fast growing brands such as Justin Marks‘ Trackhouse Racing, Chevy team Spire Motorsports and Michael Jordan’s 23XI Racing are also major challengers. Most of all, they should first start winning Cup race, before working on huge plans.

Also Read: Dale Earnhardt Jr. Is Open to Cup Regulars ‘Entering 10 Races’ in Xfinity and Trucks