NXT talent Shiloh Hill says he has found an unconventional new outlet for his merchandise business: the dark web. Hill took to Instagram on October 11 to claim he built his own website specifically to sell his “DON’T SLEEP ON SHILOH HILL” T-shirt through that corner of the internet, rather than through WWE’s official Shop channels.
According to reports from Ringside News and eWrestlingNews, Hill said in his video that he has already made sales through the site, though he did not share further specifics on the platform, pricing or how customers are completing purchases. Both outlets noted that Hill addressed the idea of WWE’s reaction directly, with eWrestlingNews framing his comments as a half-joking plea of “please don’t fire me WWE” as he discussed the venture.
Selling merchandise outside of a WWE performer’s official arrangement with the company would typically be a notable departure from how talent are expected to handle their branding and sales, since WWE Superstars generally operate under agreements that route official merchandise through WWE Shop and licensed partners. Hill’s claim that he built a separate dark web storefront for his shirt stands out as an unusual move for a performer still working to establish himself on the NXT roster, and his own on-camera acknowledgment that the stunt could draw the company’s attention suggests he was aware it might be seen as provocative or against the grain of standard practice.
Neither source reports any official response, warning or statement from WWE regarding Hill’s claims, and there is no confirmation beyond Hill’s own Instagram comments that sales have actually been processed through a genuine dark web marketplace as opposed to the idea being presented for attention or humor. As of the reports from Ringside News and eWrestlingNews, the story remains based entirely on Hill’s own social media claims, with no independent verification of the site itself or the volume of any purported sales.
Hill continues to compete on WWE’s NXT brand, and this latest social media moment adds to his public profile as a performer willing to generate buzz through unconventional promotion of his “DON’T SLEEP ON SHILOH HILL” merchandise line.
