The origins can be traced through Being The Elite youtube channel. 4 years ago, Young Bucks started uploading behind the scenes/travelling footage, which turned into light-hearted skits and storylines/catchphrases. They built a tight knit online following alongside live audiences, and featured a number of wrestlers in their videos. Cody Rhodes, left WWE after years of trying to secure success but never hitting the heights in the company.
The popularity grew to the point, Bucks/Cody/Omega agreed a deal with Tony Khan to start AEW. The rise is pretty organic and their show is engages positively with it's audience. WWE struggles in this regard. There was a documentary series on WWE Network charting the history of the Monday Night Wars which emphasised the need for competition; WWE pretty much willed a competitor into existence. It's NXT vs AEW on Wednesday nights, both arguably more watchable than either Raw/Smackdown, however less commercial currently.
In terms of fresh and new; MJF, Jungle Boy Jack Perry, Private Party, Sammy Guevara, Darby Allin are names for the future. There is a lot of talent left in the likes of Jericho, Cage, Omega, Pentagon, Lance Archer. It might not crossover to mainstream viewership like Attitude Era, but it definitely marks a positive change and rise in wrestling spirits. NXT is not to be overlooked either, while branded 'developmental' it's a more serious take on Raw/Smackdown, every pay per view is of a high standard.