10 Totally Ineffective WWE Heel Runs
2. Rikishi
WWE could've used the "who ran 'Stone Cold' over?" storyline to build their next major heel, but the company completely dropped the ball. Rikishi's reveal as the perpetrator didn't just nuke the storyline as a whole, but it destroyed the former Intercontinental Champion's heat to a point he could never recover from, though he remained with the company for several years after the initial turn.
It was a terrible idea from the start. Rikishi was immensely popular as Too Cool's dance partner, and the sudden change from happy-go-lucky upper-midcard novelty act to cold-blooded attempted murder was too much for most to stomach. His "I did it for The Rock" promo became a proto-meme, and WWE tried to mask the failure by inserting Triple H as the mastermind behind the act, but it was too little, too late.
Rikishi went from drawing some of the company's largest babyface pops to reactions that barely registered a decibel as a heel. He soon transitioned into a listless tag team with fellow Polynesian islander Haku, before WWE attempted to salvage his career with a 2001 face turn. Unfortunately, the damage was irreparable, and Rikishi never returned to his old level.