10 Times WWE Hit Themselves Where It Hurts
3. Not Knowing How To Properly Book Rusev
This one still hurts.
Rusev started out as an "evil foreigner," deriding the USA with his equally evil companion Lana. He had an undeniable charisma on the mic and looked the part of a heel. In fairly short order, he was undefeated and won the US Championship, riding a tank at 'Mania 31 before being beaten for the title by (of course) John Cena.
Rusev drifted, going through an awful 'jealous of girlfriend's popularity' angle with Lana and Dolph Ziggler and an evil foreigner heel faction with the League of Nations, which included getting beaten up by Stone Cold, Mick Foley, and Shawn Michaels at 'Mania 32.
Finally, FINALLY, Rusev found a gimmick that worked when he was paired with Aiden English and Rusev Day was born. Their popularity grew organically, with 'Rusev Day' chants filling arenas and tons of merchandise selling, before it just, sort of... stalled. Creative didn't know how to properly book the team, and after a year the bubble burst when English claimed to be having an affair with Lana.
The last straw was the ghastly Bobby Lashley / Lana marriage angle. Rusev was released on Black Wednesday and made a beeline for AEW. A total waste.