Growth Strategy Marketing: YEET Takes Over WWE

On the Road to Wrestlemania, Jey Uso Enjoys Status as Top Superstar

In February, my 12-year-old sons received the birthday gift of a lifetime: tickets to WWE RAW live in Cincinnati. With a crowd of about 25,000, it was an electrifying experience. And to my marketing mind, it was an interesting growth strategy marketing case. From my vantage point, around 20% of the audience was appareled in YEET merchandise from WWE Superstar Jey Uso. And the most enthusiastic crowd chants were, you guessed it, “YEET! YEET!”

At this moment, it might be helpful to provide Urban Dictionary’s definition of “yeet.”

“To discard an item at a high velocity

Alex finishes his soda and proceeds to yeet his empty can into a trash bin
Alex (while throwing the can): ‘YEET!’”

Co-opting this colloquialism was probably the smartest thing Jey Uso ever did.