Later, he had a run as the mask-wearing spoof superhero
Mr. America. The persona was supposed to be Hulk Hogan in
disguise, wearing a mask. He used Hulk Hogan's "Real American" theme music and used all of Hogan's signature gestures, moves, and phrases. He was the subject of a storyline that took place after Hollywood Hulk Hogan was forced by Vince McMahon to sit out the rest of his contract. After Hogan won at
WrestleMania XIX, McMahon was
kayfabe frustrated with him and wanted Hulkamania to die. A WWE pre-debut
push took place with mysterious Mr. America promos airing for weeks during
SmackDown!. There was also on-screen discussion on
SmackDown! between then General Manager
Stephanie McMahon and other players concerning her hiring Mr. America "sight unseen." On
May 1, Mr. America debuted on
SmackDown! on
Piper's Pit segment. McMahon appeared and claimed that Mr. America was Hulk Hogan in disguise, and Mr. America shot back by saying, "I am
not Hulk Hogan, brother!" (lampooning Hogan's use of "brother" in his promos). The
feud continued through the month of May, with a singles match between Mr. America and Hogan's old rival Roddy Piper at
Judgment Day. McMahon tried desperately to prove that Mr. America was indeed Hulk Hogan but failed at all attempts. Mr. America even passed a
lie detector test.
Mr. America's last WWE appearance was on the
June 26 edition of
SmackDown!.
Big Show, Shelton Benjamin and
Charlie Haas defeated the team of Brock Lesnar,
Kurt Angle and Mr. America in a six-man tag team match when Show pinned Mr. America. After event went off the air, Mr. America unmasked to show the fans that he was indeed Hulk Hogan, putting his finger to his lips telling the fans to keep quiet about his secret. The next week, Hogan quit WWE due to frustration with the creative team. On the
July 3 edition of
SmackDown!, Vince McMahon showed the footage of Mr. America unmasking as Hogan and "fired" him, although Hogan had already quit in real life. The entire event of Hogan/Mr. America being fired was an extremely small segment lasting less than a minute in a show running two hours. It was later revealed by WWE Chairman Vince McMahon, that Hogan was initially placed into the mask to deemphasize his popularity, to allow more fan reaction for the Brock Lesnar-Kurt Angle feud, which was receiving lukewarm fan reaction at best.
For several months afterwards, WWE hyped up The Big Show as the man who retired Hogan, in order to give The Big Show more credibility. In a twist of irony, The Big Show had been first discovered by Hogan himself, and in 1995 was pushed as a major threat to Hogan's
WCW Championship reign.
The Mr. America gimmick came under fire briefly from Marvel Comics, who anointed it a rip-off of
Captain America, citing costume similarity; the single star on the mask was also a trademark on Captain America's chest piece. This was also adding fuel to the fire over the rights to use the Hulk Hogan name because of Marvel's ownership of the
Incredible Hulk character. Because of these problems, WWE was forced to edit out all references to the "Hulk Hogan" name, including pictures which featured Hogan wearing memorabilia that said "Hulk" (a majority of them) and started to refer to Hogan under the "Hollywood Hogan" name he used in WCW.
It was later revealed that Hogan was unhappy with the payoffs for his matches after his comeback under the Mr. America gimmick. Vince decided to terminate Hogan's contract, and Hogan left WWE in 2003.