Ladd started wrestling in 1961. As a publicity stunt, some wrestlers in the San Diego area challenged Ladd to a private wrestling workout. Before long, Ladd was a part-time competitor in Los Angeles, during football's off-season. Ladd became a huge draw in short order. When knee problems cut his football career short, Ladd turned to the more financially lucrative business of wrestling full-time in 1969. After a run as a fan favorite, Ladd became one of wrestling's most hated heels during the 1970s, as well as one of the first black wrestlers to portray a heel character. He riled crowds with his arrogant and colorful demeanor during interviews, especially with his less than politically correct nicknames for opponents such as Wahoo McDaniel (whom he referred to as "the Drunken Indian"), and Mr. Wrestling (whom he called "the Masked Varmint" and insisted that he was an escaped criminal). Ladd also controversially employed a taped thumb, claiming the support was needed due to an old football injury. Often when Ladd appeared to be in serious trouble during a match, he would walk out of the arena and accept a countout loss, known since as "pulling an Ernie Ladd".