The catchphrases he's him or I'm him are often used in American sporting culture, with everyone from NFL players to NBA stars using the taunt to bolster themselves. But the meaning of the phrase may be perplexing for someone unfamiliar with American slang.

If you've seen clips of sporting stars wearing the "I'm him" badge with pride, or perhaps seen memes mocking people who think they're "him," here's an internet etymology of the phrase.

What Does 'Bro Thinks He's Him' Mean?

The phrase "bro thinks he's him" is a colloquial way of saying that someone is trying, and perhaps failing at emulating an iconic figure in his field, while "he's him" is a phrase used to celebrate someone's efforts as impressive or successful. The earliest notable meme using the phrase "bro thinks he's him" is an image of a pudgy man wearing a Jordan Bulls 23 jersey.

An early use of the term "he's him" can be noted in a November 2021 post by an NBA fan page (seen below).

SGA HITS THE STEP-BACK 3 & HAS SOMETHING TO SAY TO A FAN SITTING COURT SIDE.HE’S HIM pic.twitter.com/F80Q5DpIi3

— Thunder Film Room (@ThunderFilmRoom) November 11, 2021

How Is 'He's Him' Used In Meme Culture?

Early uses of the meme show its connection to American sporting culture, with a video of a man breaking ankles while dressed to the T in Michael Jordan's NBA jersey going viral on X in May 2022.

He thinks he’s him meme in real life pic.twitter.com/vGhfoFFBEL

— Piñata Farms: The Meme App (@pinatafarms) May 21, 2022

But as the term grew more popular, it came to be used ironically or to describe things not necessarily related to sporting culture. In December 2022, an Instagram user posted a Red Circle Perpetrator meme featuring a cat and Emo Wolf.

Other memes use the catchphrase "He thinks he's him" to joke about anything from Association Football to anime.

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For the full history of the phrase "Bro thinks he's him," be sure to check out Know Your Meme's encyclopedia entry for more information.