50 Absolute Worst Things WWE Has Done In The 21st Century
30. “HLA” (2002)
Think about this: Someone somewhere actually owns a WWE-branded "HLA" t-shirt. If they've any sense, they've never worn it out in public. Imagine explaining the context behind that one to some confused non-fans who already think this pro wrestling stuff is a bit silly. Then, imagine being Eric Bischoff, debuting in WWE after years of running it down over on WCW's side, then finding out that hyping up "Hot Lesbian Action" is part of your job.
Then-Raw GM Bisch had to feign a smile and champion "HLA" as something to be proud of in late-2002. Typically insensitive, WWE promoted the idea that lesbian sex (or at least kissing) would happen at Unforgiven that year. What's more, Eric was going to call rival GM Stephanie McMahon's bluff and see if she'd be "cool enough" to go through with this live on air.
Wait, what?! Being coerced into doing anything sexual is definitely never acceptable. Try telling that to Stephanie's father Vince. He was the one who wrote this hellscape. He used the thought of his own daughter kissing and getting intimate with some hired-in extras/models pretending to be lesbians as a vehicle to push pay-per-view buys. Good lord.
The whole "HLA" thing died a quick death, but not before WWE released merchandise for it. Once they realised nobody cared, the promotion moved on to their next bid to shock mainstream media into paying attention. Graphics from Raw with a nameplate that said: "The Lesbians" has become stuff of (unfortunate) legend in years since.