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Keith Lee has locked down a new trademark. On April 27, the AEW star filed through gimmick attorney Michael E. Dockins for the trademark rights of “Essence of Excellence.”

It’s listed for entertainment and merchandising purposes. The filing is seemingly for a new catchphrase. Here’s the description:

“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 was pushed as a top star in WWE NXT where he became the North American Champion and NXT Champion. Once on the main roster, he found disappointment as he underwent gimmick changes. Lee was part of the WWE talent releases last November.

He arrived as Tony Khan’s big free agent signing on Dynamite in February where he beat Isiah Kassidy in the Face of the Revolution qualifying match