Other than Aubie, Trey Johnston may be the most recognized tiger in Auburn.
The owner and CEO of J&M Bookstore has deep roots in this city and its traditions.
"My mother fainted (when she was pregnant) with me on Toomer's Corner, and she was revived by the lemonade," Johnston said.
So began the life of an Auburn celebrity.
A product of the Auburn school system, Johnston said he remembers the strong connection he had to the University even before he entered Auburn's College of Business. Playing sports in middle school and high school, Johnston said he felt he was representing more than just his amateur team.
"When you're a kid growing up in Auburn, you're a part of the University whether you want it or not," Johnston said. "You better take on the challenge."
Even though Johnston expressed an interest in business, he never anticipated carrying on the family trade.
"It's kind of a wonderful story," Johnston said. "I never thought when I was going to Auburn that I'd be working in the college bookstore my whole life."
Every home football game includes the tradition of handing out stickers at J&M.
"It's so crowded in the store on gameday," Johnston said. "I wanted people to have something from J&M."
Johnston has handed out free stickers to fans for almost 25 years.
Another famous J&M tradition, the tiger growl, arose accidentally.
"It wasn't any marketing genius," Johnston said.
After shooting several failed takes for a commercial, Johnston let out a frustrated growl at the camera, and, as almost everyone in Auburn knows, the growl stuck.
"I would have to describe Trey as 'double-E': energy and enthusiasm," said Kevin McNally, sales representative for Under Armour and Johnston's friend of 26 years. "To me, he's a true Auburn man."
J&M Bookstore has been helping students with all their college necessities since 1953. Johnston's father, George Johnston, and Paul Malone built the business based on customer service, and Trey carries on his father's mantra: "Service your customer, boy."
"No matter if you're a customer or you do business with him, he makes you feel like family," McNally said.
Matthew Berube, freshman in engineering, said going to J&M was his first experience with a college bookstore.
"Everyone at J&M was really pleasant and tried to get me the best deal," Berube said. "I didn't feel hurried."
Aside from helping students in the bookstore, Johnston enjoys golfing, spending time with his family and being active in the community. He's served on numerous committees and boards in Auburn and as president of the Auburn Chamber of Commerce.
Trey's passion for football and the Auburn community has kept J&M going strong.
"It keeps me young," he said. "I enjoy working with the students and the personal relationships I have with the reps and the customers."
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