News regarding the success of MJF’s friendship storyline with Adam Cole in AEW

In recent weeks, AEW world champion MJF has been involved in a friendship storyline with Adam Cole. As seen during the July 19th 2023 edition of Dynamite, MJF and Cole won the “blind eliminator” tag team tournament and will challenge FTR for the tag team titles on the July 29th 2023 edition of Collision.

According to Dave Meltzer of, the duo’s “Better than You Bay Bay” t-shirt has sold more in just a few weeks than any AEW shirt for all of 2023. Furthermore, it is reportedly the second highest grossing shirt of the year behind a higher-priced MJF button down shirt.

Meltzer also noted that MJF and Cole’s segments have been drawing well in the 18-49 demo. The end of MJF and Cole’s match against Sammy Guevara and Daniel Garcia drew 967,000 viewers with 464,000 in 18-49 while overall viewership for Dynamite was 953,000 viewers.