Keith Lee Files To Trademark Nickname/Catchphrase Previously Used By Alberto Del Rio

AEW/WWE

AEW star Keith Lee has made a new trademark filing with the USPTO for what looks to be a new nickname or catchphrase.

On April 27, Lee filed to trademark “ESSENCE OF EXCELLENCE” for the following 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 professional wrestling and sports entertainment personality; Entertainment services, namely, personal appearances by a professional wrestler and sports entertainer; 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

Hats; Shirts; Socks; Sweatshirts; Hooded sweatshirts

You may recall the “essence of excellence” was actually a catchphrase/nickname used by Alberto Del Rio/Alberto El Patron during his time in WWE, but there’s no trademark on it.

It’s also similar to NXT star Edris Enofe’s nickname/catchphrase, which is the “epitome” of excellence, but again, there’s no trademark on that either.

Since debuting in AEW, Keith Lee has picked up a 7-2 win/loss record. You can find full 2022 AEW men’s win/loss records at this link, and women’s win/loss records at this link.

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