In July 2003, the title was reactivated as the WWE United States Championship by SmackDown General Manager, Stephanie McMahon, and was commissioned to be a secondary championship to the SmackDown brand.
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The title remained on SmackDown until April 13, 2009, when reigning champion Montel Vontavious Porter was drafted from SmackDown over to Raw during the 2009 WWE Draft, moving the title with him.
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This was done shortly after the WWE Intercontinental Championship was recommissioned by the Raw brand, making the title its equal counterpart.
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With the series becoming ever more popular, getting around 200,000 views an episode, Zack Ryder was pushed in WWE which culminated at TLC: Tables, Ladders & Chairs 2011 where he would take on Dolph Ziggler for the WWE United States Championship.
On January 18, 2010, after Big Show helped WWE United States Champion The Miz by attacking Miz's rival, MVP, Raw guest host Jon Heder arranged for Big Show and Miz to form a tag team to take on Triple H and Shawn Michaels of D-Generation X (DX).