This past April 27th, AEW Star Keith Lee filed to trademark the term “Essence of Excellence” with the USPTO (the United States Patent and Trademark Office) for entertainment services. The former WWE Star and current All Elite Wrestling Star had the trademark filing done through "Gimmick Attorney" Michael E. Dockins, who has helped a number of AEW Stars file their trademarks as well.
The term “Essence of Excellence” will most likely be Keith Lee's new catchphrase, but that has yet to be confirmed. Keith Lee was released by the WWE last November reportedly due to budget cuts and would make his AEW debut on an episode of AEW Dynamite in February, when he defeated A.F.O.'s Isiah Kassidy in a Face of the Revolution Qualifying Match. Keith has since been in a storyline with Team Taz's FTW Champion "Absolute" Ricky Starks and Powerhouse Hobbs as well as Swerve Strickland.
Below is the use description submitted to the USPTO:
“G & S: 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.”
