In order to sell his big match at Wrestlemania 3 against Hulk Hogan, Andre the Giant was promoted as having an undefeated streak that stretched over fifteen years. Gorilla Monsoon heavily sold that fact as well. However, he had actually been beaten a few times in other countries during that time period.
In professional wrestling, the term "gorilla position" is thrown around backstage in WWE, TNA, ROH and even some independent wrestling promotions. It is used to describe the backstage agent that gives instructions to the performers right before they go through the curtains.