The Attitude Era of the WWE is often credited as the era that made wrestling a household name. The era that followed, the Ruthless Aggression, is credited as taking "household wrestling" to the next level in terms of big characters, insane stories, and big changes on the air.
Many gimmicks of the Ruthless Aggression era launched members of the WWE roster from wrestlers to glorified superstars, while some gimmicks are best left forgotten. This list examines the gimmicks that would still succeed, even with more modern audiences in the digital era, and the gimmicks that would be huge flops in the age of cancel culture and electric cars.
10 Would Have Worked Today: The "R" Superstar
The "Rated R Superstar" gimmick changed Edge from a longtime mid-carder to one of the greatest heels in the history of wrestling. He was the ultimate opportunist, and a perfect opposite to the squeaky clean number one star of the industry, John Cena. Yes, the gimmick could still succeed in the modern, post "canceled culture," world.
The PG era of the WWE is often criticized for its lack of edge, pun intended, and introducing someone who isn't afraid of turning his back on everyone, including his girlfriend, could create a hated star that could reignite the new "squeaky clean" WWE.
9 Would Have Flopped: The Spirit Squad
The Spirit Squad would've flopped in any era of wrestling. The gimmick is a tough sell, especially without a great story. The Ruthless Aggression era Spirit Squad just seemed to appear out of nowhere as a heel stable for some reason. There is nothing that made the group seem daunting and most of the cheerleaders were off-putting, not in a good way.
"Cheerleader" in general is a tough gimmick to sell since it's childish, but even if the squad included a future WWE Champion like Dolph Ziggler (which the original squad did) it would still be a flop in 2022, 2023, 2024, and beyond.
8 Would Have Worked Today: The Legend Killer
Wrestling legends will always be beloved in the WWE. Fans often watch through different eras of their lives and therefore grow up with the legends they adore. A perfect antagonist to that adoration is a star who destroys the beloved legends. Randy Orton is now one of the legends who a new "legend killer' would have to dethrone to earn the title.
In its Ruthless Aggression iteration, Orton was a perfect young monster that tried to destroy legends and it helped launch him into a star. This gimmick would work in any era of wrestling since there will always be beloved legends and new talent trying to get make audiences hate them.
7 Would Have Flopped: Kerwin White
Chalk "Chavo, a Mexican-American wrestler, trying to be a white man" as one of those Ruthless Aggression Era gimmicks that are better left forgotten. Of course, it was a different era of television, but this gimmick flopped even back then. It would be a huge failure today especially since the topic of racial and ethnic identity is one of the most hot-button issues in society.
Kerwin White as a critique of the issue of "proximity to whiteness for Latinos" in a well-thought-out film or TV series might have a chance...as a wrestling gimmick, it's a huge flop, always.
6 Would Have Worked Today: MNM
MNM was ahead of its time. The gimmick of three superstars who think they are too famous to associate with fans is a tale as old as time, but today, thanks to the many outlets launching people on their phones, more people think they are famous, now than ever.
The best gimmicks are always a reflection of society and this one reflects modern audiences much better than it did in the Ruthless Aggression era. It would be a great way to launch a heel. Imagine if Austin Theory cared about social media and likes the way he cares about random selfies for no reason.
5 Would Have Flopped: The Doctor of Thuganomics
Yes, it is fair to credit the "Doctor of Thuganomics" gimmick as the starting point for one of the most famous wrestlers ever, but "rapping John Cena" was not the world-renowned star that "non-rapping John Cena" became. Doctor of Thuganomics was more of a joke than a true persona. It was entertaining because you were laughing at Cena more so than impressed by him.
This gimmick would flop with any star and, today, the joke would be that everyone wants to be a rapper. It's not fresh and one of the more cartoonish personas of the Ruthless Aggression era. It would not be any more grounded today than it was then.
4 Would Have Worked Today: JBL "The Evil Rich Man"
JBL's "evil rich man" persona was an awesome gimmick. The current separation between social classes is a big topic of conversation and having someone play the "evils of money" would still work today. Yes, there is a ton of nuance associated with social classes in America, but "rich person who doesn't like poor people" is a quick sell.
This gimmick got JBL into the WWE Hall of Fame and could still work today on many levels. Happy Corbin being rich (and...that's it?) is far different from this Ruthless Aggression era gimmick that would be hated, in the best way, by modern audiences paying $6 for a gallon of gas in a country recovering from a pandemic.
3 Would Have Flopped: Cryme Tyme
Make no mistake, Shad and JTG did the best they could with this tag team gimmick that has aged like milk. Cryme Tyme's whole gimmick was that they were gangsters that stole stuff because that's fun? The two performers were way too talented for this tropey gimmick.
Cryme Tyme would not only flop today, but it would also likely be a big discussion among the "cancel culture jury." The gimmick was halfway thought out, and if it did see the light of day it would be at first cringeworthy but would eventually graduate to a flop very quickly.
2 Would Have Worked Today: Eddie The Anti-Hero
Eddie Guerrero is beloved for his in-ring skills, but his promo skills were on par with anything he did in the ring. At one point he was the "liar, cheater, and stealer" that fans adored. He was an anti-hero and audiences loved him for it. The idea of "heel or babyface" in wrestling is very straightforward today. He or she is all bad he or she is all good.
Having an anti-hero with the mindset of Eddie or Deadpool would easily succeed today as audiences are more open to a troubled hero than ever, look at the MCU and their zillion-dollar franchise.
1 Would Have Flopped: Vito's Dresses
When most Ruthless Aggression fans remember Vito, they remember his dresses. Vito's cross-dressing gimmick was not presented well. "He's a man in a dress who can fight." Duh, he's a wrestler? The gimmick was presented with no layers. Today, dress has become more gender-fluid than ever and will continue in that direction for the foreseeable future.
Although, yes, some people are not as progressive as others, the idea of being emasculated by wearing a dress is slowly becoming an idea of the past and that seemed to be the purpose of Vito in a dress. This gimmick would not only flop but would make people scratch their heads in the same way it did during the Ruthless Aggression era.