Stone Cold Steve Austin defeated Jake Roberts at King of the Ring on June 23, 1996, and unleashed the iconic 'Austin 3:16' promo.
What happened?
The promo was a spontaneous post-match speech that became the founding document of the Attitude Era.
Stone Cold Steve Austin grabbed the microphone and sneered at Jake Roberts, a Born Again Christian.
He said: "You sit there and you thump your Bible, and you say your prayers, and it didn’t get you anywhere.
Why it mattered
The line 'Austin 3:16 says I just whipped your a**' launched a catchphrase and an entire business model.
Vince McMahon pivoted toward adult-oriented programming, which dominated pop culture and generated billions in revenue.
Stone Cold Steve Austin's win marked a turning point in WWE history, sparking the Monday Night Wars.
The aftermath
The 'Austin 3:16' promo was not without controversy, with some considering it blasphemy.
Stone Cold Steve Austin recalled walking through airports and seeing priests approach him for autographs.
He said: "I would be signing autographs for preachers and stuff like that and the airports."
The promo's edge and willingness to court controversy separated Stone Cold Steve Austin from other wrestlers.
The impact
Within months, 'Austin 3:16' merchandise was outselling everything in WWE's catalog.
In a year, Stone Cold Steve Austin was the hottest star in the industry, and within three years, he was the biggest draw in wrestling history.
The Attitude Era that followed would shatter ratings records and generate billions in revenue.
Stone Cold Steve Austin's historic win on June 23, 1996, marked a significant moment in professional wrestling history.
As of June 23, 1996, Stone Cold Steve Austin had become a household name, synonymous with the WWE.
By 1997, Stone Cold Steve Austin was the face of the WWE, leading the company to unprecedented success.