Details on brand placement and rebranding strategy for former AEW star
Summary
– Powerhouse Hobbs is joining WWE following the expiration of his AEW contract on January 14
– Reports indicate he will be assigned to the SmackDown brand directly instead of NXT
– WWE is planning to alter his ring name, possibly shortening it to just Hobbs as part of a rebrand
Powerhouse Hobbs is officially on his way to WWE now that his contract with All Elite Wrestling expired on January 14, 2026. The former AEW star is expected to make his debut sooner rather than later, as he does not have a non-compete clause attached to his departure.
According to reports from Fightful Select and Wrestlevotes Radio, the current plan is for Hobbs to bypass the NXT brand and go straight to the main roster, with SmackDown as his likely destination. WWE also intends to alter his presentation, which includes a mandatory name change. The company may keep it simple and shorten its moniker to just Hobbs as part of its ongoing rebranding strategy for talent from other promotions.
Sean Ross Sapp noted that WWE has had their eye on the imposing competitor for years. Hobbs arrives following a notable run in AEW, where he previously held the TNT Championship and most recently served as a Trios Champion alongside Samoa Joe and Katsuyori Shibata. With the main roster needing fresh talent, he is considered a prime candidate for a significant push upon his debut.
