Brand Tone

authentic, down-to-earth, engaged, resilient, and determined

Brand Values

• •Perseverance and Resilience
• •Authenticity and Groundedness
• •Community and Connection

Best Practices

• •Use Jonny's Voice: The copy should always sound like it's coming directly from Jonny Walker. Use "I," "we," and "my" to maintain a personal connection. Keep it informal, direct, and avoid overly corporate language.
• •Highlight Resilience and Durability: Connect the product quality to the demands of enduro racing. Use words like "tough," "durable," "built to last," and "premium quality" to reinforce that the apparel is as resilient as the rider.
• •Foster a Sense of Community: Address the audience as insiders or part of the team. Phrases like "For the fans," "Join the journey," and exclusive "subscriber-first" announcements will strengthen this bond.
• •Stay Authentic and Transparent: Share the "why" behind a product. If it's Jonny's new favorite hoodie, say so. If it's a limited run, explain that. This honesty builds trust and reinforces the brand's authentic nature.
• •Integrate Seamlessly with Race Content: Always tie merchandise back to the sport. Promotions should feel like a natural extension of race recaps, training vlogs, and Q&A sessions, rather than a separate, hard-selling commercial. Use recent race experiences as a backdrop for product features.

Social Perception

The public perceives Walker Twenty Two not as a standalone fashion label, but as an extension of Jonny Walker, the athlete. It is fan merchandise, and its appeal is directly tied to his popularity and success in the world of Hard Enduro. Fans see him as a dedicated, elite rider who is both fearless and skillful. His YouTube and social media comments are overwhelmingly positive, with fans expressing admiration for his riding, his work ethic, and his willingness to share his experiences. This positive sentiment translates to the merchandise, which is viewed as a way to support a respected athlete.

Copy Examples

• •Race days are tough. Recovery is everything. Dropped a new Premium Hoodie over at Walker Twenty Two for those moments when you just need to get comfortable. Built to last, just like we are on the track. Link in bio to grab yours.
• •Wear the Ride. The Official Gear of Jonny Walker. From the brutal tracks of Hard Enduro to your downtime. This is more than merch, it's a mark of resilience. Shop the Premium Collection.
• •It's Been a Minute... New Gear Inside. The workshop's been busy, and not just on the bikes. We've just dropped the limited 'EST. 1991' tee, celebrating the journey. High-quality, heavy-duty, made for the fans who've been there through it all. Get yours before they're gone for good.
• •You've seen the races, you've seen the grit. Now get the gear. The Walker Twenty Two collection is designed by me, for the fans. Premium quality apparel that stands up to the toughest days. Free shipping on orders over £100. Walker Twenty Two - Official Rider Gear.
• •Alright everyone, thanks for tuning in. Real quick, a lot of you have been asking about the new tee I was wearing at the Valleys Extreme. It's the 'Walker Racing Oversized Premium Tee' from my store. Super comfortable and it's holding up well. If you want to support the channel and the racing, head over to walkertwentytwo.com. Now, back to the track...