A wrestler's character or persona. The Undertaker's dead man gimmick. Bray Wyatt's cult leader gimmick. John Cena's 'you can't see me' gimmick. Some gimmicks are extensions of the person's real personality turned up to eleven. Others are completely fabricated characters that somehow work anyway. The graveyard of wrestling history is full of terrible gimmicks that died in weeks — looking at you, Gobbledy Gooker.
"His new gimmick is basically just himself but angrier. It's working way better than the dancing accountant thing."