Bischoff Criticizes AEW's 'New Level' Branding as Derivative of WWE's New Day

Key points

• Kingston and Creed won the AEW World Trios Championship at All In 2026 in London, teaming with Swerve Strickland.
• Eric Bischoff argued that 'New Level' is a derivative brand that fails to create a unique identity, citing past WCW mistakes.
• The duo compared their WWE exit to a romantic relationship ending, stating they grew apart rather than having a conflict.
• AEW owner Tony Khan confirmed the team will not be part-time, aiming for a schedule similar to Jon Moxley's.
• The New Level is set to defend their titles against The Rascalz on the upcoming episode of AEW Dynamite.

Background

Kofi Kingston and Austin Creed (formerly Xavier Woods) left WWE in May 2026 after over a decade together. They had previously held the record for most tag title reigns in WWE history. Their move to AEW was anticipated as a major signing for the promotion's tag team division, with their debut planned for the All In 2026 event in London.

How outlets are covering it

Ringside News highlights Eric Bischoff's criticism, noting he views the 'New Level' name as a 'cheap way out' that leverages existing WWE equity rather than creating a fresh identity. Bischoff admitted to making similar branding mistakes during his tenure at WCW. In contrast, Sports Illustrated and AEW focus on the duo's positive reception and strategic reasoning. Creed and Kingston described their WWE departure as a natural evolution of personalities growing apart, emphasizing their desire to contribute to AEW's tag team legacy. Fox News reported on the immediate success of their debut, noting the crowd's enthusiastic reaction at Wembley Stadium and the significance of their title win in their first appearance.

Why it matters

The debate over branding strategy highlights the tension between leveraging past fame and creating new identities in professional wrestling. Bischoff's critique suggests that derivative names may hinder long-term character development, while AEW's decision to make the team full-time indicates confidence in their marketability. The outcome of their title defense and subsequent programming will determine if the 'New Level' branding resonates with audiences or if it remains a crutch to their WWE past.

What to watch

The New Level will defend their AEW World Trios Championship against The Rascalz on AEW Dynamite. They are expected to become regular fixtures on AEW television, potentially impacting other divisions beyond trios wrestling. Bischoff's comments may influence future branding decisions for other wrestlers transitioning between promotions.