"Essentially, the message of the clothing is to empower you through a positive message. I think that's why we were able to leverage our brand (WWE), my brand especially with Kmart, because it wasn't just a typical sponsor deal. A lot of athletes get a sponsorship – 'here's your upfront money, we're going to use your likeness.' I wanted to hold on to my asset, do it correctly, and create an inspirational line. So, it's not a 'wrestling-driven' line. The line is called 'Never Give Up,' and truly my character on WWE plays one of aspiration, inspiration, and motivation. I try to defy all odds and do what I can to do the right thing.
Kmart picked up on this concept. And, from a branding standpoint, I just didn't outright leverage myself; I wanted a piece and equity in the brand. So, there was upfront money, plus equity in the brand."
He also noted during the appearance that his character generates approximately $100 million a year in revenue for WWE.