Before I start this, I have to tell you; Seth Rollins has been bugging the shit out of me for a couple of years, now.
His inane cackling, his over the top posturing, and his propensity to gravitate to “look at me” extravagance has come across as style over substance, which is a real shame, because beneath all the chopping and changing, Rollins has the capacity to be something special.
He’s not, though. He is just the bloke who doesn’t really know who he is, and it has made me the bloke who doesn’t give a shit who he is.
Seth Rollins may well be one of WWE’s most talented in-ring performers, but his career has been plagued by an ongoing identity crisis.
Unlike some of the legendary figures that have graced WWF/E rings, such as The Undertaker or Stone Cold Steve Austin, Rollins has been completely unable to maintain a singular character that can capture the imagination of fans, and continue to hold it.
Whilst characters like Steve Austin and Undertaker had other gimmicks throughout their careers, with Taker being “Mean Mark” in WCW, and Austin being both “Stunning” in WCW, and the Ringmaster in the then-WWF, their successful personas evolved organically over time.
On the flip side, Rollins has undergone numerous reinventions, each feeling more like a desperate attempt to stay relevant rather than a natural progression. His continued character shifts and ever-growing list of nicknames have made it difficult for audiences to form a lasting connection with him. Rather than building on a stable core identity, Rollins appears to be constantly searching for something that sticks, and has turned himself from a believable character in his time as a member of The Shield, to a cackling idiot wearing Randy Savage’s rejected outfits over the last couple of years.
A Timeline of Seth Rollins’ Inconsistent Gimmicks & Nicknames
- 2012-2014: The Architect – As a founding member of The Shield, Rollins was “The Architect,” a nickname that positioned him as the mastermind of the group. This persona worked well within the faction, but when The Shield disbanded in 2014, Rollins struggled to establish a clear post-breakup identity.
- 2014-2016: The Future / The Undisputed Future – After betraying The Shield and aligning with The Authority, Rollins became “The Future of WWE.” While this nickname was fitting during his meteoric rise, it quickly became obsolete once he won the WWE Championship in 2015. Didn’t really think that one through, huh?
- 2017-2018: The Kingslayer – As he feuded with Triple H, Rollins began calling himself “The Kingslayer.” Whilst this worked in the context of his WrestleMania 33 storyline, it was soon discarded, highlighting again a distinct lack of foresight. I mean, where did he think he was going next with this one? A run at Hacksaw Duggan? Perhaps a feud with Booker T or Sheamus? D-U-M-B.
- 2018-2019: The Beastslayer – After defeating Brock Lesnar for the Universal Championship at WrestleMania 35, Rollins reinvented himself yet again, this time as “The Beastslayer.” Like “The Kingslayer,” this nickname was anchored in a single feud, meaning it had little longevity beyond his rivalry with Lesnar. See above – the bloke cannot look beyond the current.
- 2020-2021: The Monday Night Messiah – Seeking a more distinct character, Rollins transformed into a delusional, cult-like leader. While initially promising, this gimmick suffered from inconsistent booking and was abruptly dropped after WrestleMania 37. It also seemed a bit of a rip-off of the character Chris Jericho has played over the years.
- 2021-Present: The Visionary / The Revolutionary – Rollins’ current persona blends flamboyant fashion with erratic behaviour. While this iteration has lasted longer than previous ones, it still feels disconnected from his past identities and lacks a clear motivation beyond being eccentric. In short, it seems like he is just trying too hard.
And, of course, there is the “Freakin” that has become part of his name, as well. The brainchild of Vince McMahon, that word has stuck as part of the Rollins gimmick as he has cycled through all the other personas. Looking at it, it is probably fitting. A toned down version of what he really wants it to be, the “Freakin” addition is as inauthentic as all the other monikers he’s used.
And don’t get me started on the blatant rip-off that is the “Welcome to Monday Night Rollins” shtick he trots out. If Chris Jericho were dead, he’d be rolling in his grave.
At its heart, the issue with Seth Rollins is that none of his characters feel like logical extensions of his previous personas. Unlike Roman Reigns, whose transformation into The Tribal Chief felt natural and evolved over time, Rollins’ shifts feel childlike in their planning, with a great chance to sell a bit of merch, before they’re discarded and the next short-term fix is decided upon.
Surely, fans can see this for what it is, right?
His overreliance on new nicknames further exacerbates this problem. Instead of refining an established character, he continuously rebrands himself, making it difficult for fans to invest in his long-term development, and making himself seem as though he is unconvinced in his own ability to sustain a character with nuance.
Ultimately, while Seth Rollins is an exceptional performer, his character work often feels convoluted and forced, rather than authentic.
He is a gimmick wrestler with the skills of an all-time great. It’s a pity those gimmicks have come along so often, and have been discarded just as quickly, though.
Still… if you bought that merch, maybe the joke’s on you, sucker.