In 1993, the company entered the New Generation Era, one of McMahon's toughest times since taking over the company as business went up and down with various projects in the company.[29]

After struggling against Ted Turner's World Championship Wrestling (WCW), McMahon cemented the WWF as the preeminent wrestling promotion in the late 1990s when initiating a new brand strategy that eventually returned the WWF to prominence. Sensing a public shift toward a more hardened and cynical fan base, McMahon redirected storylines towards a more adult-oriented model. The concept became known as "WWF Attitude" and McMahon commenced the new era when manipulating the WWF Championship away from Bret Hart at Survivor Series (now known as the "Montreal Screwjob").[30]

McMahon, who, for years, had downplayed his ownership of the company and was mostly known as a commentator, became involved in WWF storylines as the evil Mr. McMahon, who began a legendary feud with Stone Cold Steve Austin, who challenged his authority. As a result, the WWF suddenly found itself back in national pop-culture, drawing millions of viewers for its weekly Monday Night Raw broadcasts, which ranked among the highest-rated shows on cable television.[28] In October 1999, McMahon led the WWF in an initial public offering of company stock. Also, during the Attitude Era, the company embraced this period by incorporating foul language, graphic violence, and controversial stipulations such as Bra and Panties matches.[31]

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