Booker T Fires Back After Darby Allin Said ‘WWE Superstar’ Branding Is Stupid

AEW star Darby Allin criticized the term “Superstar” as a “stupid”for professional wrestlers. He argued that it can make talent seem superior to other people, although he later clarified that statement. There was still a fair amount of backlash at the AEW original.

Former WWE CEO Vince McMahon famously insisted that WWE roster members be called “Superstars,” because they are more than stars. Naturally, Darby Allin’s statements sparked mixed opinions within the wrestling community.

Booker T has a different view on the term “Superstar.” He responded to Darby Allin’s remarks on The Hall of Fame podcast, suggesting that Allin missed the purpose behind the term. For Booker T, it’s a strategic part of WWE’s branding, designed to attract and engage fans.

“‘NXT’ is on fire right now. AEW is doing what they’re doing. I don’t even really want to get off into a whole lot of what AEW is doing, because I say they should just focus on doing their own thing.”

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“It’s just like Darby Allin, he made a statement about the WWE Superstar brand, as far as being called a WWE Superstar and that’s a dumb thing … I think the Superstar tag for me, if I’m a young kid and I love wrestling, and I hear the WWE Superstars are coming to town, damn it I’m going to want to be there alright. That’s called branding.”

WWE’s branding shifted significantly when the company transformed to a global entertainment giant. Vince McMahon implemented specific language, like “WWE Universe” for fans and “Sports Entertainment” instead of professional wrestling. Those terms are still in use to this day, along with Superstar.

Since Triple H stepped in as WWE’s Chief Content Officer in 2022, some of these branded terms have resurfaced on television, but many of them remain. Previously banned words like “pro wrestling” and “fans” are now occasionally heard on WWE programming.

The evolution in WWE’s banned words list reflects changes in leadership and direction. The term “Superstar” remains a notable part of WWE’s branding strategy, symbolizing its global appeal, even as wrestling fans and talent debate its meaning and impact.