Dwayne "The Rock" Johnson was a major figure in the New Generation Era of WWE.
 Austin was slowly brought in as the new face of the company despite being promoted as an antihero, starting with his "Austin 3:16" speech shortly after defeating Jake Roberts in the tournament finals at the King of the Ring pay-per-view in 1996
In 2023, WWE (specifically their NXT brand) announced a partnership with the Texas based independent promotion Reality of Wrestling (ROW), which is owned by WWE Hall of Famer and NXT commentator Booker T

