Tony Khan: I’ve learned ‘so much’ about marketing from the Costco Guys

Working with Costco Guys AJ and Big Justice has taught Tony Khan “so much” about marketing.

This weekend, 48-year-old AJ Befumo — a former indie wrestler — will return to the ring for a match against QT Marshall on the AEW Full Gear pre-show. It’s been an unlikely road back to pro wrestling for Befumo, who stopped regularly competing in the 2000s but has now become a TikTok celebrity alongside his young son Big Justice (Eric Befumo).

Big Justice will accompany his father at Full Gear this Saturday night. Ahead of the PPV, Khan, Befumo, and Big Justice stopped by Fox Business for an appearance on The Claman Countdown. Host Liz Claman asked Khan what he’s learned about the importance of social media marketing through working with the Costco Guys.

“So much,” the AEW boss responded. “I think that what I’ve seen with AJ and Big Justice together — first of all, this is real. Like, behind the scenes, what you see is what you get. Authenticity is important. And also, they’ve shown me the power of TikTok. Of marketing to, frankly, people that have never watched AEW or wrestling before. And we’re bringing in new fans. And AJ is a former pro wrestler making a comeback. So it’s great.”

Khan posted the following tweet after the Fox Business appearance:

AJ and Big Justice have become celebrities on TikTok through documenting their trips to Costco and expressing their love for the chicken bake and double chunk chocolate cookie at the Costco food court. This summer, their song “We Bring the Boom” helped the father-son duo explode in popularity.

Befumo originally wrestled on the Northeast indies for 11 years from the 1990s-2000s. He’s going by the name “Big Boom AJ” for this match at Full Gear, which is being held in New Jersey.

Fellow TikTok star The Rizzler (Christian Joseph), who is friends with Big Justice and frequently collaborates with the Costco Guys, will also be in Befumo’s corner at Full Gear. All three of AJ, Big Justice, and The Rizzler were guests on The Tonight Show together last month.

Though he has a busy schedule with his social media work, Befumo has said that he would be honored to have more matches with AEW after Saturday’s event.