Feuds are one of the greatest ways to increase excitement (and attendance) in the squared circle. Many wrestling fans will reminiscence on eras by recalling the feuds of that generation. Here, we may be bearing witness to the greatest feud of this generation. I am, of course, talking about Sami Zayn and Kevin Owens. Surprised? You shouldn’t be. This feud has the makings the likes of Hulk Hogan / Iron Shiek and Austin / Vince McMahon.
Let’s break it down. Kevin Owens, though a sensation in independent wrestling, is billed as an unproven upstart in NXT. Zayn, just coming out of the underdog gimmick, has become one that has earned their stripes, becoming the new NXT champion. Both men are proven contenders in the independent scene, both have worked with each other in the past, and both are larger-than-life personalities in their own right. A good feud is one that combines two incredible personalities, usually with a prime motivator, either of revenge, or of status in the company.
Both men are incredible talents, ring proven and loved by fans of the industry. Both men are larger than life figures in the independent circles, and both have been toiling for years to get where they are now. The concept of struggling underdogs attempting to realize a dream is a solid and time-tested one, one that brings an easy point of entry for the audience. Zayn’s underdog arc against the frienenemy Adrian Neville was one that brought significant attention to the wrestler. Zayn is being billed as the eternal underdog, the champion of the aspiring and the oppressed. Owens, though also being billed as the unlikely hero, reached NXT with overwhelming acclaim. With an explosive reception from the crowd, one would think that Kevin Owens would become the next big babyface of the NXT. Zayn, after a good 20 minute celebration in the ring after winning the championship, continues to win the audience over. He is hugged by Owen, then immediately double-crossed by his one-time friend.
To the untrained and uninformed eye, this heel turn appears to come out of nowhere. The shock of the events can be one that can be effective, yes, but shock alone cannot sustain a story line. Look to Bella twins feud as an example of a feud fueled by shock that fizzled out. So what sustains the primary idea of this feud? Ambition. It is a tale that is very current and topical in today’s day and age. We don’t live in a simple world and our entertainment now reflects this. It’s no longer easy to point a finger at today’s villains. A feud for the modern era is one rife with conflict, not over arbitrary lines in the sand. Gone are the days when one can wave one flag or another in the faces of the audience, expecting instant applause and support; despite the earnest efforts of the WWE office. The modern conflict is one fueled by disparity, such as the antagony caused by how others get in the way of one’s dreams. Owens wants nothing more than to be the new face of this wrestling age, and Zayn is his direct competition. To a man like Owens, Zayn has become an obstacle, no longer a friend, but an enemy needed to be conquered to realize his dream. This changing of interpersonal roles and value judgments are strong thematic elements that are a strong base to build a successful feud for years to come.
As we get away from the golden era of wrestling, where one shies away from personality caricatures and more towards multi-faceted characters, it is important to note the narrative shifts and how it relates to the medium. Owens and Zayn are prime examples of wrestlers who depict an individual over a persona; it is only fitting that their conflict helps mold professional wrestling’s new era.
