Chris Jericho has filed a new trademark, and it is one of the more self-aware filings in recent memory. On April 15, Jericho filed to trademark “The Guy Who Gets His Ass Beat By The Demand Every Week That He Shows Up,” a clear reference to his recent losing streak against The Demand, the faction consisting of Bishop Kaun and Toa Liona.
The full goods and services description for the filing covers entertainment services including wrestling exhibitions and performances by a professional wrestler and entertainer, entertainment in the nature of wrestling contests, televised and live appearances by a professional wrestler and sports entertainer, personal appearances by a professional wrestler and sports entertainer, and providing online interviews featuring a professional wrestler and sports entertainer in the field of professional wrestling and sports entertainment for entertainment purposes.
Jericho had most recently been beaten by The Demand on Wednesday night’s Dynamite Spring Break episode in Everett, Washington, continuing a pattern of losses to the faction that has become something of a running storyline in recent weeks.
The trademark filing is consistent with Jericho’s history of leaning into his own character work with creative and often humorous trademarks. Over the years he has filed for a long list of catchphrases, nicknames, and gimmick names that have either made it to television or remained unused.
Jericho re-signed with AEW on a multi-year deal earlier this month after WWE had expressed interest in him for a retirement run. He made his surprise return on April 1 in Winnipeg and competed at AEW Dynasty on April 12 in Vancouver, facing Ricochet on the pay-per-view card.
