Chris Jericho filed a new trademark application on March 25 for the name “Cornerstone,” covering both merchandise and entertainment services. The filing covers clothing items including shirts, sweatshirts, hooded sweatshirts, hats, bandanas, and socks under IC 025, as well as a broad range of entertainment services under IC 041 including wrestling performances, televised appearances, personal appearances, and online interviews.
The trademark covers the full spectrum of what a professional wrestling character or persona would need protected — suggesting Jericho may be developing a new character direction or branding identity around the Cornerstone name. Jericho has been away from AEW in-ring competition since losing to Bandido at AEW Dynasty in April 2025, and the filing could hint at what his return might look like.
Jericho’s “Cornerstone” Trademark Filing Raises Questions About His Next Character Direction
Trademark filings in wrestling often precede character rebrands or returns to television, making this development worth monitoring closely. Jericho has reinvented himself multiple times throughout his career — from Y2J to the Painmaker to the Ocho — and a new trademark name could signal another evolution is on the horizon. At 55 years old with his own stated uncertainty about how much career he has left, a Cornerstone character could represent a meaningful new chapter heading into whatever remains of his active wrestling tenure.
