Sports · Other Sports · 12 hrs ago
JBL says he avoided WWE merchandise to protect his villainous character
JBL chose not to sell merchandise during his WWE title run because he thought it could weaken his villainous character.
He explained on the Something to Wrestle with podcast that he objected after seeing a JBL shirt and figure being sold.
He told Vince McMahon that a fan wearing his shirt would make him look popular, and McMahon agreed to have the merchandise removed.
Some shirts had already been printed, and JBL said he still occasionally sees them.
JBL believes selling merchandise could have hurt his character’s appeal, which he called his “heat.”
He thinks avoiding merchandise may have helped him keep the championship longer and earn more money.
He held the WWE Championship for about 279 to 280 days, before losing it to John Cena at WrestleMania 21 in 2005.
JBL said he refused to sell WWE merchandise during his championship run because he believed it could weaken his villainous character.
He said a JBL shirt and figure were released without his knowledge, prompting him to call Vince McMahon.
JBL said McMahon agreed that the merchandise could make him appear to have fans and it was removed from shelves.
He believes avoiding merchandise sales helped preserve his “heat” and may have contributed to his long title run.
JBL held the WWE Championship for almost 279 to 280 days before losing it to John Cena at WrestleMania 21 in 2005.
- Who
- JBL, a WWE wrestler, and Vince McMahon, whom JBL said he contacted about the merchandise.
- What
- JBL said he chose not to sell merchandise during his WWE Championship run to protect his villainous character.
- When
- During JBL’s WWE title run; he discussed the decision on a podcast the month before the article was published.
- Where
- WWE; JBL said he saw the shirt and figure, but the source does not state where.
- Why
- JBL believed a fan wearing his shirt could weaken his villainous character and hurt his “heat.
This story does not have two clearly opposing sides.
A JBL shirt and figure were put out without his knowledge, according to JBL.
JBL called Vince McMahon, who agreed with his concern, and the merchandise was taken off the shelf.
JBL lost the WWE Championship to John Cena after holding it for almost 279 to 280 days.
JBL discussed his decision on the Something to Wrestle with podcast.
- Title reign
- Almost 279 to 280 days
- Title loss
- John Cena defeated JBL at WrestleMania 21 in 2005
- Merchandise
- A JBL shirt and figure were put out without JBL’s knowledge, he said
- Podcast
- Something to Wrestle with
- Published
- November 8, 2026
What people are saying
I can’t have some kid in the front row wearing a JBL shirt and it looks like I have a fan somewhere. That kills me.
I try to not do anything that would hurt my heat.
I think it would have hurt my heat. I don’t know about significantly, but it would have hurt it.
I’ve made more money, I believe, because I didn’t sell merch.