Danhausen has only been with WWE for three months, one financial quarter, and in that span he has become a top-2 merchandise mover. After his pivotal role in the Knicks' title run, he is the centerpiece of the WWE and Knicks licensing deal celebrating the world champions. Commemorative Danhausen t-shirts are available for sale on the NBA Store, and some are already close to selling out.
Danhausen himself has claimed the "King of New York" label in 2026. Jalen Brunson, who many consider the current King of New York, recently acknowledged WWE's rising star after Danhausen's uncursing of the Knicks vaulted the long-suffering franchise to glory.
At first I was a little skeptical, but you have to believe it now.
Brunson said that following New York's feel-good win. Given his mainstream ubiquity over just a few months, Danhausen can look like an overnight success, but he has been a merchandise sensation for years, dating back to his days on the independent scene and later in AEW.
AEW Debut and the Curse Angle
Danhausen debuted with AEW in January 2022 and was an instant hit in Jacksonville, booked with a "more with less" formula. He wrestled a handful of matches while putting his supernatural fingerprints on the product through his now-iconic curses.
AEW victims of Danhausen's curses included:
- William Regal
- The Young Bucks, cursed in February 2022 ahead of AEW and the Young Bucks' darkest day: a violent backstage fight with CM Punk following AEW All Out 2022 in September
That literal black eye for AEW sparked a chain reaction that led to Danhausen's eventual release in 2026. Danhausen is a noted friend of CM Punk. His signings with both AEW and WWE came after Punk's arrival. Punk was reportedly a driving force behind Danhausen's WWE arrival at Elimination Chamber, which took place in Punk's hometown of Chicago.
Benched After Punk's AEW Exit
AEW mismanaged Danhausen, benching him from 2024 through 2025 after CM Punk's firing in 2023. Danhausen fell out of favor with AEW shortly after that firing. Despite recovering from an injury in 2023, he was not used on AEW TV in 2024 and 2025, a situation tied to his proximity to Punk.
Danhausen's only AEW-related appearance from 2024 to 2025 was a cameo at ROH Final Battle in December 2024. His lack of usage led to frustration.
Merchandise Dominance Through the Bench Run
Despite staying in AEW against his will and being banished to the AEW bench for two years, Danhausen defied the odds through his one-man merchandising empire. He remained atop the merchandising charts and outsold some of the biggest stars in AEW and pro wrestling at large, even while AEW kept him off television.
After AEW's mismanagement of what is now arguably pro wrestling's biggest sensation of 2026, WWE capitalized on the situation, picking up the pieces and amplifying an already proven formula. This mainstream explosion follows years of merchandise dominance, including during his AEW tenure, when he consistently ranked among top sellers despite limited booking.
