Heyman speaks to WWE.com about Shane Douglas and transforming ECW in the 1990’s.
We were the only non-WWE, WCW, AWA promotion building its own stars. We were riding this wave of momentum. Admittedly, my sights were not set on anything regional. The name “Eastern” did not brand our product. I wanted a global branding for our unique form of sports-entertainment. The only way to describe the vision we were implementing was the word “Extreme.” I didn’t like “Hardcore,” because it was limiting. I didn’t like “Eastern,” because it was regional. “Extreme” is a global branding word. And I could keep the letters!