Former NJPW star Jeff Cobb has officially adopted a new identity in WWE, and fans are taking notice.

In what appears to be a classic WWE rebranding move, Jeff Cobb, who debuted at Backlash 2025 under his real name, has now been given the ring name JC Mateo. The change was confirmed on the latest episode of SmackDown, where Solo Sikoa introduced him by the new moniker in the show’s opening segment.WWE has since validated the name switch by uploading the segment to YouTube, tagging Cobb as JC Mateo. Interestingly, this update came just days after the company filed a trademark for “JC Mateo” on May 10 - the very night Cobb first appeared on WWE television.Cobb made headlines at Backlash by interfering in the United States Championship match, helping Jacob Fatu retain his title against LA Knight. His debut aligned him with the new-look Bloodline faction, currently led by Solo Sikoa.However, friction within the group became evident during SmackDown. Jacob Fatu appeared uncertain about Cobb’s sudden inclusion and seemed emotionally distant from Sikoa. The tension escalated when Solo pressed Fatu to express the brotherly affection he once did, only for the moment to be interrupted by LA Knight attacking Cobb, now JC Mateo, in a retaliatory strike.WWE’s decision to rebrand Jeff Cobb sparked strong reactions online — not for the name itself, but for its perceived cultural nod. Many fans were quick to point out that “JC Mateo” has a distinctly Filipino flavor, which aligns with Cobb’s own heritage. Cobb, born in Honolulu, is of Filipino descent through his mother, Elaine, who hails from Guam via Filipino immigrant parents.“it’s a very filipino sounding name and he is filipino so it makes sense that’s probably why they changed it,” one fan commented on social media, while another quipped, “This name sounds like he’s about to drop an OPM album.”This connection has given fans an added reason to rally behind the new character, blending Cobb’s powerful in-ring style with a nod to his background.With a new name and powerful allies, JC Mateo seems poised for a significant push in WWE’s evolving Bloodline saga. But internal tensions and unfinished business with LA Knight hint at a bumpy road ahead.As WWE leans into its blend of drama and identity reinvention, the reintroduction of Cobb as JC Mateo serves as a reminder: in the squared circle, who you are can change in a heartbeat - but what you do next is what counts.