The Attitude Era was a major era of professional wrestling within the World Wrestling Federation (WWF, now WWE), succeeding the New Generation Era. The Attitude Era was characterized by adult-oriented content, which included increased depicted violence, profanity, and sexual content, as well as disregarding the "good guys versus bad guys" formula in favor of unpredictable and shocking storylines, in a significant shift from the "traditional" and family-friendly output that the WWF had produced up until that point. The Attitude branding officially lasted from November 9, 1997 (at Survivor Series 1997) to May 6, 2002 (renaming of WWF to WWE), and was succeeded by the Ruthless Aggression Era.
The era was spearheaded during the Monday Night War when WWF's Raw went head-to-head with rival World Championship Wrestling's (WCW) Nitro in a weekly battle for TV ratings. As part of the change, the WWF also rebranded its flagship show (which became Raw Is War), redesigned the arena setups, and later introduced the "scratch" logo and officially referred to and promoted the "Attitude" name. The Attitude Era was a highly successful period for the company with television ratings, merchandise sales,and pay-per-view buy rates for the WWF reaching record highs and it also came at a time of a general shift in American television moving away from family-friendly to "edgier" content, with the WWF pushing the limits of what was deemed acceptable for TV. Bret Hart, Shawn Michaels, Sycho Sid and Stone Cold Steve Austin were among the wrestlers that ushered in the Attitude Era, with events such as Hart's explicit rant, the formation of D-Generation X and the Montreal Screwjob being key points of evolution to the Attitude format. However, Hart and Sid both left the WWF at the dawn of the era, and Michaels retired soon after.