Knocking a wheel back in to shape?

[Silverbullet767]

So after getting 2 cracked wheels due to potholes, getting them both repaired then one of them cracking in the repair, I opted to replace all my wheels with an aftermarket set.

They're only a couple of months old when I hit a pothole on a motorway slip, love these Scottish roads, and I've noticed this when I got home, does this look like a simple knock back with some percussive maintenance to anyone? Or is this a new wheel?