Since its inception in 2019, All Elite Wrestling (AEW) has fundamentally altered the professional wrestling industry, providing the first true alternative to the global hegemony of WWE in nearly two decades. Founded by billionaire entrepreneur Tony Khan, alongside Executive Vice Presidents Cody Rhodes, Kenny Omega, and The Young Bucks, AEW was born out of a desire to offer a sports-centric product that focused heavily on in-ring work and creative freedom. The promotion capitalized on a burgeoning independent wrestling scene that had been gaining momentum worldwide, proving that there was a substantial hunger for a product that treated wrestling as a sport rather than just sports entertainment.
The Origins: All In and the Khan Family
The genesis of AEW can be traced back to the independent event known as All In, held in September 2018. This event, organized by Cody Rhodes and The Young Bucks, became the first non-WWE or WCW professional wrestling event in the United States to sell 10,000 tickets since 1993. The overwhelming success of All In demonstrated the financial viability of a major non-WWE promotion. Observing this success, Tony Khan, a lifelong wrestling fan with the financial backing of his father, Shahid Khan, approached the group known as ‘The Elite’ to officially form a new company. This partnership combined the creative vision of top-tier talent with the business acumen and capital necessary to secure television deals and large venues.
Securing a television deal was the critical next step for the fledgling promotion. In a landmark move, AEW partnered with Warner Bros. Discovery (then WarnerMedia) to air their flagship show, AEW Dynamite, on TNT. This marked a return of professional wrestling to the network that once hosted WCW Monday Nitro. The debut of Dynamite in October 2019 officially kicked off what fans dubbed the ‘Wednesday Night Wars,’ where AEW went head-to-head with WWE’s NXT brand. AEW consistently won the ratings battle in the key demographic, eventually leading to NXT moving to Tuesday nights, solidifying AEW’s position as a major player in the industry.
Roster Construction: Legends and Homegrown Stars
One of the most praised aspects of AEW’s strategy has been its roster construction. The company adopted a philosophy of mixing established legends with high-potential independent talent. Early signings like Chris Jericho and Jon Moxley (formerly Dean Ambrose) brought immediate mainstream credibility and eyes to the product. Jericho, becoming the inaugural AEW World Champion, served as the perfect bridge for casual fans to transition into the new product, while Moxley represented the anti-establishment ethos that the company embodied.
However, relying solely on ex-WWE talent was not the long-term goal. AEW focused heavily on building its own stars, often referred to as the ‘Four Pillars’ during the company’s early years: MJF, Darby Allin, Jungle Boy Jack Perry, and Sammy Guevara. These young competitors were given significant screen time and major storylines, allowing them to grow into main event players. MJF, in particular, transcended the sport to become one of the most talked-about heels in the business, proving that AEW could create generational talent from the ground up.
Creative Freedom and In-Ring Style
Unlike its primary competitor, AEW is known for offering its talent a significant degree of creative freedom. Wrestlers are generally not given word-for-word scripts for their promos, allowing for more authentic and emotionally resonant character work. This unscripted environment has led to some of the most memorable segments in modern wrestling history, such as the visceral feuds involving CM Punk, MJF, and Eddie Kingston. This approach trusts the performers to know their characters best, resulting in a product that feels more organic and less manufactured.
From an in-ring perspective, AEW offers a buffet of wrestling styles. The promotion embraces everything from the high-flying ‘Lucha Libre’ style showcased by the Lucha Brothers, to the ‘Strong Style’ hard-hitting matches preferred by talents like Bryan Danielson and Eddie Kingston. This variety ensures that episodes of Dynamite, Rampage, and Collision rarely feel repetitive. The company places a premium on match quality, often dedicating large portions of their television time to long, competitive bouts rather than short segments or comedy skits.
The Tag Team Division
Many critics and fans alike argue that AEW possesses the deepest tag team division in the history of television wrestling. From day one, the company emphasized that tag team wrestling was not a secondary attraction but a main event art form. Teams like The Young Bucks, FTR, The Lucha Brothers, and The Acclaimed have consistently delivered matches that rival or surpass the main event singles bouts. The rivalry between FTR and The Young Bucks, in particular, is often cited as a defining narrative for the company, showcasing the clash between modern acrobatics and old-school psychology.
The Forbidden Door: International Partnerships
AEW distinguishes itself through its willingness to work with other promotions worldwide, a concept Tony Khan refers to as ‘The Forbidden Door.’ Unlike the isolationist approach of the market leader, AEW has established working relationships with New Japan Pro Wrestling (NJPW), Lucha Libre AAA Worldwide, CMLL, and various independent promotions. This collaborative spirit led to the creation of the Forbidden Door pay-per-view, an annual event co-produced with NJPW that features dream matches between the top stars of both organizations, delighting hardcore fans who never thought such crossovers were possible.
Expansion of Programming: Rampage and Collision
As the roster grew, so did the need for more television time. AEW expanded its programming portfolio by adding AEW Rampage on Friday nights and, more significantly, AEW Collision on Saturday nights. Collision was launched with a distinct visual identity and a slightly different roster focus, often highlighting stars like CM Punk (during his tenure), FTR, and House of Black. This expansion allowed AEW to showcase more of its deep talent pool, although it also presented logistical challenges regarding booking and roster management across three different weekly shows.
The women’s division in AEW has seen a complex evolution. Initially criticized for a lack of depth and screen time, the division has grown significantly with the emergence of stars like Dr. Britt Baker, D.M.D., Hikaru Shida, Toni Storm, and Jamie Hayter. The introduction of the TBS Championship added a secondary title for the women, creating more storylines and opportunities. While critiques regarding consistent booking remain, the addition of major free agents like Mercedes Moné (formerly Sasha Banks) signals a renewed commitment to making women’s wrestling a pillar of the brand.
Wembley Stadium and Global Reach
In August 2023, AEW achieved its most significant milestone to date with All In London at Wembley Stadium. The event shattered records, becoming one of the highest-paid attendance wrestling events in history with over 81,000 fans in the building. This massive success proved that AEW was a global brand capable of drawing stadium-sized crowds outside of the United States. It served as a statement of intent that the company has a dedicated international fanbase hungry for live events.
Despite the successes, AEW has faced its share of growing pains. Backstage conflicts, most notably the ‘Brawl Out’ incident following the All Out 2022 pay-per-view, created a narrative of internal discord that threatened to overshadow the on-screen product. Managing a locker room full of top-tier egos while maintaining a cohesive creative direction is a constant challenge for Tony Khan. Furthermore, a rash of injuries to key stars like Kenny Omega, Adam Cole, and Bryan Danielson has frequently forced creative pivots, testing the depth of the roster.
The production value and presentation of AEW have also evolved. While maintaining a grittier, more sports-like aesthetic than WWE, AEW has invested heavily in stage design, lighting, and entrance music. The company licenses popular licensed music for wrestler entrances—such as ‘Wild Thing’ for Jon Moxley or ‘The Final Countdown’ for Bryan Danielson—which adds a big-fight feel to their appearances. This willingness to spend on presentation elements helps differentiate the characters and enhances the live event atmosphere.
The Future of All Elite Wrestling
Looking ahead, AEW stands at a pivotal juncture. With a massive roster featuring some of the best wrestlers in the world, including Will Ospreay and Kazuchika Okada, the in-ring product is stronger than ever. The focus now shifts to securing lucrative media rights renewals, expanding the touring schedule into new markets, and maintaining narrative consistency. As the company matures from a rebellious startup into an established global entity, its ability to balance creative freedom with disciplined storytelling will determine its longevity and legacy in the annals of professional wrestling history.
