Behind The Kayfabe

I can write a full thesis about the feud between Seth Rollins and Roman Reigns.  I am biased in the case of those two. However, this time … I can simply say: Enough!

Previously, I had given you a short backstory. I won’t repeat it. But WWE is… and once again pushed them to the fans' throat. 

Notice: This is a very critical piece.

After a King of the Ring tournament, whose winner was Oba Femi, a question arose. Will he fight for the WWE Championship or World Heavyweight title? - Nope...

Oba was surprised by a sneak attack of … Brock Lesnar, his last opponent (Wrestlemania 42 and Clash in Italy). He is feuding at Summerslam in a Hell in a Cell match. 

Ps. I am going to make another piece on this feud after Summerslam, with additional storylines based on WWE Unreal. It is next! Also I plan to analyze that scripted documentary as a part of kayfabe. So, tune in!

As a result, the WWE Championship now has headlines: CM Punk and Cody Rhodes. I am also keeping tabs on another potential story of… Finn Balor and Sami Zayn for No.1 Contender to this title. 

Well…  

Roman was left out of the equation. Tribal Chief is a star power and currently one of few names that brings sponsors and advertisement to a company. Summerslam is on the horizon, the second biggest stage in WWE. Tickets aren’t selling. John Cena (as a face of the company) is gone (retired). The card is stacked with mid-card matches and with PLE being 2-days in row… they need as much stardom as possible. So, we (fans) once again are introduced to the “Seth vs Roman” drama. 

Let’s analyze a storyline:

Seth wants to once again prove to the world that he can beat Roman. Roman wants payback for all of the betrayals and losses with Seth. They are bringing up their personal issues with each other. And… that is it! 

At the Saturday Night Main Event in NY, there was a celebration of the NY Knicks, a homegrown party with wrestling. The time spots were given to the NBA and at the end of the show… wrestlers were a ... background. The segment with Roman Reigns and Seth Rollins dragged out in time. It wasn't a good one if we consider a factor of entertainment. 

Now on TikTok (Roman Reigns & WWE) they are using trends to promote a feud. It doesn't make a traction during a screen time because the creatives lost a plot. 

Promos and segments (on Raw) now involve Seth & others (La Knight, Usos and Solo). Meanwhile Roman is a support character, although he is supposed to be a main lead. A narrative is circling back to “already solved” issues. This isn’t selling a booking nor a match. Although, it will bring up some ads and sponsored content at PLE, due to Roman Reigns career in Hollywood.

One thing is for certain, a match between both of them will be … great. They will try to put one of the best shows.

However…

What makes WWE a powerhouse? 

They're engaging and entertaining via storylines. It gives an audience a rollercoaster of emotions. Engage them and blurs the line between performance and real world. It gives a promise of a banger, based on promos, mic segments, in-fights. In this case (I am so sorry) - a feud is lacking all of those factors above. 

Another take: What will happen after Summerslam?

Will Roman lose a title? My prediction: Nope. 

Reason: A road to Wrestlemania is starting, which will be based in Saudi Arabia next year. The sales revenues (tickets prices, accommodations, travel expenditure) and recycled storylines between 4 big names: CM Punk, Cody Rhodes, Seth Rollins, Roman Reigns; won’t make up a rift between business expectation and creative delivery.

Will this be the end of this story: brother vs brother? Prediction: 50/50

If the company will focus on developing new talents and existing ones that aren’t pushed. Examples: 

LA Knight (stuck in never ending drama of Bloodline and Vision);

Oba Femi (they might stumbled hard this one);

and Finn Balor (after a decade he seems to get a push).

Their creative strategy won’t be solely dependable on those four superstars. 

Feud between Past and Future at Wrestlemania 41

SHIELD began their dominance through a storyline with CM Punk, who picked Dean and Seth to the team. He didn’t choose Roman. It was the first strike. 

A long story short for non-wrestling people …

CM Punk (Phil Brooks) leaves WWE in 2014 on bad terms. Everything concerning this issue is a public record. He was done with wrestling, but as people say “never say never”.

Meantime, Seth and Roman carried the main roster, a company on their backs with their feuds and reunions as SHIELD. Seth became a Visionary. Roman created a fraction of Samoan Bloodline that during COVID was a main attraction for fans. Both former SHIELD members dominated the industry. 

 Something impossible happened, hell froze over and Punk came back to WWE in 2023.

And sometime later, a story of hatred began…

… This is my personal take, as a CM Punk’ bias and lover of SHIELD. I fell in love with wrestling because of Punk. I stayed because of SHIELD. I left just after Dean Ambrose (and Renee Young). I came back to watch WWE with Punk. And as a fan of all of them, I was happy with their feud. 

💬: Analysis of feud between: CM Punk vs Seth Rollins vs Roman Reigns.

Factors: Booking, promos, hype materials, exposure in media, Wrestlemania 41 coverage, follow ups.

From 3 up to 4 conclusive weeks before Wrestlemania 41, the build up of this feud focused on:

Broken promise of SHIELD

Outside damages to company influencing a decision-making of creatives

Hating on their work ethics within a ring and outside

Battle of egos: Tribal Chief vs Visionary vs Best in The World

A “custody battle” of Paul Heyman

Returning a favor: Punk main eventing Wrestlemania.

2. Feud | promos| contract signing got a time slot at the ending of Monday Night Raw:

It went beyond the televised time slot, which was covered by a media and fans on Youtube and social media.

Wrestlemania 41 was a 2 day event, where the triple threat match was a main event.

Because of the storyline, which included CM Punk's dream of main eventing Wrestlemania, that decision had some grounds. Only based on story and financial gains. Star Power brings up seats to PLE, gives outside media exposure (ESPN), skyrocketing the prices and boosts sales. From a business standpoint (plus Creative) it was a really good deal. Additionally a fight was delivered. It was entertaining, fast-paced, fans could feel resentments and hatred between wrestlers. 

4. After PLE, the story continued…

Firstly, a feud between Punk and Roman (Old vs Young) at Wrestlemania 42. Promos and outside media coverage had its peak, because of … Zootopia 2. Roman and Punk were both casted as “Zebros” in that movie. Despite working together outside an industry, they kept up with a kayfabe to sell their feud on PLE. Punk lost the World Championship and took a break. He returned in this month and currently as WWE champion is feuding with Cody Rhodes. 

5. Roman is currently feuding as a champ with… (no surprise) - Seth Rollins! In my next post, I will analyze it more. 

🔔: Current storyline is an extra material and will be posted on Saturday 3pm, before Summerslam. The results of a match will be updated on my IG. Look it up !!!!

To conclude, the story of hatred between them worked. They kept up with kayfabe, even during episodes of Unreal season 3. Snarky comments, lack of interactions, way of talking about each other during interviews or even on their social media was top notch. 

… As a fan I cried when Punk came out during the main event and his package. I was also happy with the result of the match (no matter who had won). I was entertained, bought a story, engaged, sometimes bored, but overall it was a great example of work between high-end performance.

However there is a …Hot take! 

Main events at the PLE should have been reserved for title matches: World Heavyweight Championship or WWE Championship, and even Women title matches… 

Let’s sum up the reasons to call them that.

In 2014 they were the most dominant force in the ring and in the locker room.

Members of SHIELD are currently the most recognizable, paid wrestlers in industry.

Dean Ambrose (currently known as Jon Moxley, in AEW)

Seth Rollins (gimmicks: Architect, Visionary, in WWE)

Roman Reigns (OTC | Founder of Bloodline, in WWE)

Individually, they are decorated veterans and mentors for future talents.

🖊️… When I was 14 years old and watched the Hounds of Justice being targeted by Evolution (Triple H, Randy Orton and Batista), and showed their resilience, I fell in love with their story.

From the bad guys, who help and attack “rebels”: John Cena, Daniel Bryan => They started a war against the Authority. And for that betrayal came a price…

They lost titles, they won battles (WWE Payback) but … they lost a war.

Seth Rollins betrayed his brothers and joined Authority. 

🖊️… The first time I watched this episode of Monday Night Raw, I felt betrayed and was in utmost shock. Later on, every single time, I was so immersed in this storyline (kayfabe), that I forgot about one rule… Almost (everything) is scripted in wrestling.

That is how they sold the feud, which ran and was entertaining for an audience for almost two years (2014-2016).

Feud between Dean Ambrose x Seth Rollins, in my opinion, was insane and moved them forward in industry. Dean (gimmick: Lunatic Fridge) tormented every single segment of his archnemesis - Seth, by destroying his chances to become World Champion to give us (an audience) the most exciting and hilarious (or dangerous) fights. 

🧐I am talking about:  Dean steals a MINTB’ suitcase and slushes the face of Seth on Live TV.  Ice Bucket Challenge Money in the Bank 2016 - a moment when all three members of SHIELD were WWE Champions. 

Do not forget about Roman, who got himself into a world championship picture, by feuding with Triple H, Randy Orton or even Seth. And currently is a main eventer.

But that wasn't all…

Because sometimes people change, even the one, who betrayed his brothers… 

In 2018, Seth worked hard to prove that he had become a new man and that he regrets his mistakes. After everything they had been through, they made amends, buried a hatchet… until…

Reunion of SHIELD was a necessary and beautiful way to conclude their story. Three brothers who forgave and shared a ring together for the last time… Dean left WWE in 2019 and joined the newly found promotion - AEW. Roman and Seth stayed and went against each other once again.

Even now a story circles back with Wrestlemania 41, when Seth fought Roman and CM Punk in a triple threat match for the World Heavyweight Championship. 

To sum up, the story of SHIELD (a rise, a fall, feuds, reunion) was engaging, shocking, and brought value to the company. It was sold as a simple story of brothers who were overcoming obstacles and moving forward. Also, it was a step in for brand recognition outside wrestling, by promoting three opposite individuals, pulling the best feuds in history, and selling it as real outside a ring (keeping up with a kayfabe). Vengeance and Brotherhood within this story was oversold for years. It drew tickets, merchandising… actually it still does…

With another run of Roman vs Seth for the World Championship (current storyline).

New Post!

Something about a rivarly between Daniel Bryan and Authority (HHH). Here, I focused on a success of YES Movement, corporate vs individual clashes of needs, which were incorporated into one of the best storylines in 2014-2015.

https://www.instagram.com/about_kayfabe/

Sources: 

TERRELL TURNER. (2014, March 11). Daniel Bryan occupies Raw: Raw, March 10, 2014 [Video recording]. Daniel Bryan occupies Raw: Raw, March 10, 2014

TERRELL TURNER. (2014, March 11). Triple H agrees to face Daniel Bryan at WrestleMania 30: Raw, March 10, 2014 [Video recording].Triple H agrees to face Daniel Bryan at WrestleMania 30: Raw, March 10, 2014

TERRELL TURNER. (2025, March 20). FULL MATCH: Daniel Bryan vs. Triple H: WrestleMania 30 [Video recording]. https://www.youtube.com/watch?v=Dq3EJB4Nc1g

New post on Instagram !

Sharing some thoughts about CM Punk and Jeff Hardy feud in 2008/9.

Analysis was made based on: Dropmick Wrestling. (2026, March 22). JUST SAY NO: Jeff Hardy vs CM Punk - Complete WWE Feud [Video recording]. JUST SAY NO: Jeff Hardy vs CM Punk - Complete WWE Feud

Update!!!!

New posts about:

Vince McMahon (based on Netflix documentary)

Recap post about IC title match between Sol Ruca & Lyra Valkyria.

See here:

A new project (just) started !!!🚀

Hi👋

For almost a decade, I was a fan of professional wrestling, having first fallen in love with stories, until, during my academic tenure, I had developed a knack for analysing the wrestling industry from a marketing perspective. 

Currently, I am unemployed and I try to have a "comeback" in marketing, by showcasing my skills and "re-branding" myself. (Recently, I had worked in Public Administration.) One of my strengths is being a nerd and love for professional wrestling, (and ofc talking about it).

On Instagram (@about_kayfabe), every Friday I am posting an analysis about the wrestling business, based on the documentary series by Netflix, and Dark Side of the Ring. I also study current products (show) and SoMe activities. Go and check it out!