If that doesn’t change, expect Reigns to remain atop the WWE throne-both as its top merchandise mover and its Universal Champion. For now, WWE has the best both of worlds: Reigns is making money for the company while also giving it the loathed heel it desperately needs. If Reigns gets past Brock Lesnar at Crown Jewel and continues to sell merchandise like hotcakes, there is no real reason to end his push as a top heel until circumstances determine that he should be a good guy once again. Reigns is still red hot, which is impressive given that he’s held the title for so long, and notes that his reign likely won’t end anytime soon: “Reigns is expected to hold the Universal Title for a long time and there are no plans for him to drop it this year.”
The reality is, WWE simply has done a better job of booking top heels lately, as evidenced by what it’s done with Reigns and Bobby Lashley over the past year-plus. Stars like Reigns, Seth Rollins, Drew McIntyre and even Becky Lynch have all gotten some push-back once WWE strapped the proverbial rocket to them, largely through no fault of their own. In recent years, WWE has really struggled to push its top babyfaces for the long haul.
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