“Limitless” Keith Lee has filed a new trademark with the United States Patent and Trademark Office.
The current AEW star and former NXT champion is looking to coin the term “Essence of Excellence” for entertainment and merchandising purposes. Lee, who went through pro wrestling trademark attorney Michael E. Dockins, filed for the term on April 27th.
The trademark is described as follows,
“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.”
Lee picked up a big singles victory over Colten Gunn on Friday’s Rampage, and has been involved in a back and forth feud with Team Taz members Powerhouse Hobbs and FTW champion Ricky Starks. Lee has also been teaming with recent AEW signee Shane “Swerve” Strickland, with the indication being that the foursome will have another tag team showdown down the line.
