Swerve Strickland credits AEW backstage growth after Reebok collab

Swerve Strickland credited All Elite Wrestling’s backstage operations with fueling a year of noticeable growth, saying the company’s marketing, social, and production teams have all stepped up “tenfold” over the past 12 months. Speaking at San Diego Comic-Con, Strickland said a recent sneaker collaboration with Reebok was driven entirely by AEW and not his own initiative, underscoring a broader belief that AEW’s internal infrastructure has become a more powerful catalyst for opportunities behind the scenes.

Strickland described the Reebok project as something the promotion secured for him, insisting, “Dude, that wasn’t me at all. That was just an AEW thing.” He credited the company’s multimedia department for turning a potential endorsement into a coordinated cross-brand effort, noting how the marketing and production teams have elevated every aspect of the operation. He added that the collaboration built on AEW’s previous partnerships, including a firm push to “take it up another notch,” a trajectory he said has become a hallmark of the promotion’s approach to storytelling and branding.

The AEW star highlighted how the broader team’s improvements extend beyond in-ring...