This is part of the slogan for the john bull sign, the rest reads ' for every-day riding, touring, racing and motorcycling.'
The john bull rubber company formed in leicester in 1906 producing bicycle tyres, brake pads, and other rubber products. It became a public company in 1934, and then merged with metalastik in 1955. Which I think looking at record dissolved in 2012. It is sad to see so many Uk companies that have been producing products close for the cheaper imports.