He looks like a million dollars, is a three-time WWE World Heavyweight Champion with only three-and-a-half years on the main roster, and is poised to be a main eventer for as long as he remains healthy. So what the hell is the problem with Roman Reigns and why is the so-called “WWE Universe” so openly hostile towards him? I mean, this guy is getting some of the greatest heel heat since John Cena. The problem is, again like Cena, he’s another polarizing babyface (good guy in pro-wrestling parlance). It’s all pretty simple really and could’ve easily been avoided by anyone who is even halfway familiar with Wrestling 101, which excludes most of the current WWE writing staff.
Roman Reigns has been very poorly served by WWE booking (basically, those in charge of charting the pre-scripted course all WWE talent follow). This comes from the top down, so ultimately it falls on owner Vince McMahon’s lap. It has nothing to do with Roman Reigns, who is a much better athlete and performer than he needs to be and is still a young talent learning the game. Reigns could easily coast on his looks and size much like Kevin Nash did for his entire career, but Reigns has much more heart for the business than that. The real shame is that Reigns, originally a cool villain, was organically gaining traction with the fans before Vince decided Roman was “THE guy” and proceeded to force him down the everyone’s throat as a fan-favorite waaay ahead of schedule. Now Reigns gets the same dueling chants that follow Cena to this day: woman and children love him; men and smart marks (knowledgeable fans), not so much.
Reigns made his main roster debut in November 2012 as part of a super-cool heel group of young talent called The Shield. Decked out in S.W.A.T. gear, it was a great gimmick and the right balance of talent with Dean Ambrose as the brains and mouthpiece, Seth Rollins as the Shawn Michaels-like wunderkind worker, and Reigns as the silent, but deadly muscle. All three were genuinely over with the WWE audience and could’ve ridden the wave of this gimmick (and merchandise sales) for at least another two-to-three more years than they did. Instead, they were disbanded in June 2014 to allow for each member to become an individual star, with a top spot specially earmarked for Reigns. He had the right size, the right hair, and the right pedigree (being part of the same Anoa’i dynasty that produced Yokozuna, Rikishi and, in a roundabout way, The Rock). His key weakness, not being particularly dynamic on the microphone, was actually a plus while part of The Shield, creating an aura of mystery around him. So there was no way this could not work, right??
Wrong. It was too clear and simple for the WWE not to mess up. They turned Dean Ambrose into the second coming of Brian Pillman, gave Rollins the heel spot, and tried making Roman the fan favorite. What happened? Ambrose gets over with his goofy shtick, Rollins gets over with his unbelievable athleticism, and Reigns gets rejected by the majority of fans who see through the backstage machinations and pandering. Had Reigns been allowed to remain a villain for at least another year or two, and been aligned with a brilliant mouthpiece like Paul Heyman while building up a great highlight reel as the company’s top bad guy, fans would’ve naturally clamored for him to emerge as a hero down the line, as they have for all great company heels dating back to “Superstar” Billy Graham. Heyman managing both Reigns and Brock Lesnar (another heavyweight superstar weak on the mic, but nonetheless super-over due to intelligent booking) could’ve been epic, filled with great teases until the time was right to present Reigns vs. Lesnar as the climax of a long-term, well-thought-out storyline – and finally the beginning of Roman’s face turn.
All of that aside, the truth is that whether fans like it or not Reigns is still money. As the company learned with Cena, the polarized audience reaction still translates into cash. The kids who snatch up the t-shirts and dolls are with Roman. And the “smart” fans continue to buy tickets to root against him. As in any form of entertainment, the worst reaction is no reaction. Passionate dislike can be unbelievably profitable, just ask Floyd “Money” Mayweather. But it’s also a bit jarring when it is obviously not the kind of reaction the WWE or Reigns had in mind. In the long run, the brand name supersedes the individual stars of the WWE anyway. As CM Punk once said in his infamous “pipe bomb” promo, the wheel keeps spinning regardless.
So where do Reigns and the WWE go from here? He is undoubtedly a star and we seem to be stuck with him in this current role for quite a while (WWE can be quite obstinate that way). Right now, he is embroiled in the early stages of a feud with A.J. Styles, probably the best possible opponent for him, both athletically and storyline wise, until Seth Rollins returns from his untimely injury. So far, both Reigns and Styles are “good guys,” but the seeds have been planted for several interesting possibilities. As we saw in their match at Payback last weekend in Chicago, Reigns was nearly booed out of the building in his first title defense as champ, while Styles definitely ascended to the next level as a believable main eventer. The match itself, while almost comically overbooked, succeeded in sustaining fan interest in their feud. But now a clear-cut villain must emerge in order to take this rivalry to the next level. Will it be A.J. Styles and his New Japan posse the Bullet Club or will WWE go with an Attitude-era swerve and give us an unexpected, dramatically-effective heel turn from Roman Reigns? Though I wouldn’t bet on the latter, only time will tell.