A Peaky Blinders riff turned a Moto2 rider into the people’s champ.
Racking up 700K views with no ads needed
Hey, it’s Niru.
In today’s issue:
Jake Dixon’s long-game brand strategy, and why it matters in MotoGP
The cultural spark that turned a walk-in video into a weekend talking point
6 ways every commercial team can steal from Jake’s creative playbook
And more…
P.S. I’m opening one more slot for 1:1 coaching—reply “Coach me” for details.
First time reading?
The Promise
What you’ll learn this week: How a small Moto2 team used intentional vision, cultural adaptation, and hands-off collaboration to make Jake Dixon “the people’s champ.”
Why it matters: In sports & entertainment, strategic storytelling drives organic amplification - and lasting fan loyalty, far beyond chasing views.
Spotlight
MotoGP this year introduced a designated walk-in zone for the top-class riders every Thursday morning of a race weekend.
It’s meant to be the official arrival and fashion shoot, showcasing riders as more than just walking advertisements with team gear.
However, after 3-4 weeks, it felt flat.
So the Peaky Blinders video came about with one question from Jake Dixon “should we take over it and do something special for Silverstone?”
700k views on Instagram. 23.5k likes and 240 comments later. Watch the video.
Here are 6 ways First on The Throttle Media turned a Moto2 rider into a rising star
Deep Dive
*Massive shoutout to Matt Dunn for sharing this story, and the full First on Throttle Media team: Josie Smith, Matt Dunn, Jake Dixon, Sarah Dixon, and Will Hussey.
On Saturday, I spoke with Matt Dunn, Director of First on the Throttle Media, about how they went from mid-pack Moto2 racer to the “people’s champ.” Their approach proves that thoughtful strategy, cultural resonance, and relentless partnership building can eclipse even the flashiest paid campaigns.
1) nail down an intentional brand vision
Before any camera rolled, Josie & Matt’s team defined a clear north star: build Jake as the only Brit breaking through MotoGP’s ranks, with a relatable story of family, fatherhood, and plant-based discipline. They leaned into his authentic traits. Warmth in interviews, emotional highs and lows on track, and that never backs down origin story. Every piece of content since has served that narrative.
Action: Sit down and write your three core identity threads—what you stand for, what sets you apart, and what personal details only you can tell. Let every activation feed back to those pillars.
2) choose a culturally resonant archetype
The Peaky Blinders activation wasn’t random. Jake’s calm confidence and signature Jake’s short-back & sides naturally echoed Tommy Shelby’s silent authority. By riffing on a globally recognised British export. The First on The Throttle Media team tapped instant recognition from Tokyo to Texas living rooms.
Action: Identify one cultural touchstone—TV show, film genre, historic figure—that mirrors your persona. Adapt its visual and narrative style to your context, rather than cloning it wholesale.
3) build anticipation with episodic storytelling
That Peaky Blinders walk-in was the climax of a mini-series Dunn’s team produced; earlier intros channelled The Sopranos, CSI Miami, and even Brooklyn Nine-Nine. Each drop teased the next, creating a serialised narrative that fans followed like their favourite show. By the time the Silverstone video landed, social feeds were primed and eager.
Action: Plan 3–5 thematic activations that escalate. Think of each as an episode: introduce, develop, and then pay off the story arc.
4) release quietly, amplify strategically
First on the Throttle Media filmed unannounced, no advance teasers, no promoter approvals. Then they seeded the finished video to TNT Sports, Silverstone’s social channels, and key MotoGP influencers. Those early, high-profile reposts sparked organic shares that dwarfed any paid push.
Action: Drop your content without preamble. Immediately pitch it to three official channels and two influencers whose endorsement multiplies reach.
5) use minimalist production tricks for cinematic polish
No Hollywood budgets here. Just one location, one costume change, and one strong visual motif. Matt Dunn hid cameras in plain sight to capture genuine reactions, then chief editor Will Hussey applied a consistent colour grade and vintage filter in post-production to reinforce the Peaky Blinders vibe.
Action: Invest in simple techniques—lighting gels, lens filters, consistent color grading—to elevate raw footage into a cohesive, cinematic piece.
6) adapt with precision, don’t copy
Dunn distinguishes contextual inspiration from lazy imitation. They didn’t slap a Shelby cap on Jake and call it a day; they reinterpreted the show’s themes. Quiet authority, razor-sharp focus, subtle swagger, in a way only Jake could own. Make it unique to the messenger.
Action: Break down your inspiration into narrative beats and visual codes. Reassemble them through your unique lens, ensuring the result feels both familiar and fresh.
That’s it!
Lesson
This activation proves that:
Vision fuels creativity. A clear brand goal aligns every tactical move.
Adaptation, not imitation. Inspiring references work only when they fit the messenger.
Data follows authenticity. Engagement soared because fans recognised both the story and the star.
Relationships amplify results. Offering the finished asset to partners unlocked organic collaborations without compromising the creative.
Quick Exercise (2 minutes)
Grab a piece of paper and jot down your next athlete activation using our Island A → Island B → Bridge framework:
Island A (Before): In one sentence, describe their starting point. For example, “MotoGP’s walk-ins were blending into sameness.”
Island B (Destination): In one sentence, capture the desired outcome. For example, “Fans worldwide recognised Jake as the paddock’s most charismatic Brit.”
Bridge: In one sentence, name the surprise element or creative hook that moves you from Island A to Island B. For example, “A cinematic Peaky Blinders–style walk-in filmed off-camera.”
This exercise will help you crystallise a clear narrative arc before you shoot or pitch.
💬 Which fictional character’s style best matches your personal brand, and why?
Before you go: Here are 3 ways I can help
The Go Direct approach — A step-by-step guide to crafting executive-led LinkedIn posts that drive engagement, trust and perception.
Sponsorship Swipe File — Real-world examples of activation taglines, partnership copy, and executive messaging to spark your next announcement.
The Commercial Table Workshop — Join a small cohort to sharpen your sports communications strategy and network with industry leaders.
See you next week,
— Niru