Keith Lee had a memorable run in NXT, which made fans wonder if he would have a solid main roster run in WWE as well. Of course, that really didn’t happen at all. He locked down a new trademark as well.

Keith Lee debuted in AEW a couple of months ago to a large fanfare. Eventually, his booking somewhat fizzled and now he has been teaming up with Swerve Strickland.

On April 26, Keith Lee locked down a new trademark, as he filed  through gimmick attorney Michael E. Dockins for the trademark rights of “Essence of Excellence.” It is listed for entertainment and merchandising purposes.

“Entertainment in the nature of wrestling contests; Entertainment services, namely, wrestling exhibits and performances by a professional wrestler and entertainer; Entertainment services, namely, live appearances by a a professional wrestler and sports entertainer; Entertainment services, namely, personal appearances by a professional wrestler and sports entertainment personality; Entertainment services, namely, televised appearances by a professional wrestling and sports entertainment personality; Providing wrestling news and information via a global computer network; Providing online interviews featuring a professional wrestling and sports entertainment personality in the field of professional wrestling and sports entertainment for entertainment purposes.”


We will have to wait and see whether Keith Lee will eventually end up getting booked properly or not. Fans simply want AEW to do Keith Lee justice in the end.

What’s your take on this story? Sound off in the comments!

Subhojeet Mukherjee

Subhojeet is a professional wrestling fan for over 22 years. He got captivated by the sport during the Monday Night Wars and has a passion for it ever since. He also enjoys TV shows, movies, anime, novels and music, which broadens his perspective and appreciation for wrestling. He is a knowledgeable and respected voice in the industry.

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