7 Ways Feuding With John Cena Has Hurt Rusev

6. Inability To Win Back US Title Makes Him Look Like A Loser

Putting the United States Title on Rusev was a good idea. They booked him as a dominant heel that looked like he would be tough to beat. Beating somebody the caliber of Sheamus in November 2014 was a good idea because he's a credible performer that was a former WWE and World Champion as well. Rusev had feuds with former World Champions like Jack Swagger (who he beat so many times that we have lost track) as well as Mark Henry and Big Show, both of whom have been World Champions. The point was to build him up as a guy that can beat anybody thrown in front of him. Here's the problem. He lost to Cena at WrestleMania. Then he lost the rematch at Extreme Rules. That should have been the end of it. He's going to get his second rematch at Payback for what reason? To lose again? This can't be seen as a good thing. There's a slight possibility that Rusev wins the title back, but then what? It seems unlikely because the story will likely be that he blames Lana for losing and she is on her own. He's the loser of this feud.