turns heroic or villainous, such as when Hulk Hogan joined the villainous nWo (New World Order) and became "Hollywood" Hulk Hogan. His new attitude was enhanced by changing his costume color scheme from his famous red and yellow to nWo's black and white. Steve Williams adopted the ring name Steve Austin to avoid confusion with the then-more established performer "Dr. Death" Steve Williams. Austin would wrestle under that name for several years before signing with the WWF and being given the name "the Ringmaster". This gimmick failed to catch on, and Austin reverted to his established name, reaching his greatest level of success with the prefix "Stone Cold" Steve Austin. Boxing Numerous boxers have used ring names or nicknames as their mode of identification during their professional boxing careers, particularly during the late 19th century and the early 20th century. The ring name "Kid" was particularly popular, indicating the boxer's comparative youth. Since the mid 20th century, ring names for boxers have typically been less common, although nicknames have become more popular in recent years. Famous examples of boxers who used ring names include: Kid Azteca Kid Chocolate Kid Diamond Kid Gavilan Kid Meza Kid Paret Jack Kid Berg Ted Kid Lewis Jersey Joe Walcott Joey Giardello Rocky Marciano Rocky Graziano Takaloo Steve Hearon Global use In Japan, sumo wrestlers use a ring name called shikona (). Other martial artists use 'martial names' or 'warrior names' called Bugō. In Mexico, Puerto Rico, and other parts of Latin America, lucha libre wrestlers use ring names and conceal their identities with masks. In Latin America, boxers often use nicknames alongside their real names, and both may be used each time they are introduced. Examples include Wilfred "El Radar" Benítez, Wilfredo "Bazooka" Gómez, and Alexis "El Flaco Explosivo" Argüello. In Thailand, both professional boxers and Muay Thai kickboxers tend to use the last name as their stable or gym, for example Khaosai Galaxy, Khaokor Galaxy, Sot Chitalada, Samart Payakaroon, Kongtoranee Payakaroon, Namphon Nongkee Pahuyuth, Namkabuan Nongkee Pahuyuth, Ratanapol Sor Vorapin, Ratanachai Sor Vorapin, Saen Sor Ploenchit, Chatchai Singwangcha, Saman Sorjaturong, Veeraphol Nakornlouang Promotion, Nawaphon Nakornloung Promotion. Also the names of commercial brands have been introduced as fighters' last name, as part of sponsorship deals. As such, these names are liable to change if the brand sponsoring the fighter changes. Some examples of fighters who have taken the name of their commercial sponsor are: