WWE shrewdly uses Cody Rhodes to hype Zayn vs. Reigns

As WWE advances closer to WrestleMania 39, the company finds itself in an envious creative quagmire. Of course, we know that 2023 men’s Royal Rumble winner Cody Rhodes will wrestle for the undisputed WWE Universal Championship at the biggest PPV of the year, but WWE has encountered an unforeseen scenario: Sami Zayn’s rise to prominence.

Zayn’s storyline with Roman Reigns and The Bloodline has become the centerpiece of WWE television over the last few months. Plenty of fans are content with it ending with a babyface turn for Zayn (which has already happened) and Zayn winning the undisputed WWE Tag Team Championship with Kevin Owens, but a growing contingent of people rightfully feel that Zayn has gotten over enough to receive a spot in the ‘Mania main event.

Most promotions certainly wouldn’t mind the “conundrum” of having two beloved babyfaces who could headline the flagship supercard, and WWE parlayed that good fortune into a situation where they’ve effectively promoted Reigns vs. Rhodes for ‘Mania and Reigns vs. Zayn for Elimination Chamber.

Cody Rhodes and Sami Zayn’s in-ring discussion on Raw cleverly built to Elimination Chamber without derailing Rhodes’ path to WrestleMania.

Just as he did on the last two episodes of SmackDown, a hooded Zayn entered the ring through the crowd and demanded that Rhodes join him in the squared circle. Once “The American Nightmare” granted Zayn’s request, Zayn quickly asked whether Rhodes truly believed that Zayn would beat Reigns at Elimination Chamber.

Rhodes, ever the quintessential babyface, assured Zayn that his faith in Zayn was legitimate before turning the question back on Zayn (after allowing the “This Is Awesome” chants to run their course). Zayn responded with…some self-doubt about whether he could beat this version of Reigns without downplaying his ability to do so.

“I have to believe [that Zayn could beat Reigns] with every fiber of my being because if I don’t believe that, no one else will, Cody. But if you’re asking me if I actually think that I’m gonna be the one walking out of Montreal as the new undisputed Universal Champion…I don’t know!”

Rarely (and that’s speaking generously) do we see babyfaces this high up the card in WWE express this level of trepidation and vulnerability. Rather than risk coming across as a pushover, most top protagonists perform a perpetual confidence that rallies the fans to their side, filling any cracks of weakness with one-liners and wisecracks.

For Zayn — a once-proud wrestler whose in-ring credibility had fallen to the point where he seemed content with becoming a pawn for The Bloodline — his openness and honesty about his limitations is what makes him relatable and it’s what makes his journey to rebuilding his self-respect such an enthralling story. After all, those fans weren’t chanting “You can do it” at Zayn for their health.

Rhodes wasn’t deaf to this either, hence why he doubled down and reminded Zayn that he’ll have the support of the fans watching on TV and the ones in Quebec who will buy a ticket to watch him fight for the world title. The TNT Champion then told Zayn that he hoped to see him at WrestleMania as his opponent.

With Rhodes and Zayn peaking at the same time, WWE knew it would require some deft booking to proceed with their plans, acknowledge what fans want to see, and avoid having those fans turn on the original plans.

It helps that most fans are more than fine with Rhodes challenging Reigns, especially after Rhodes’ masterful exchange with Paul Heyman on Feb. 6, and Rhodes’ endorsement of Zayn helps quell any ideas that Zayn is getting passed over (even if he actually is).

It also makes it easier to sell the possibility of Zayn vs. Rhodes at WrestleMania and it’ll make it easier for WWE to transfer heat over to Jey Uso when he inevitably turns on Zayn, which should make fans clamor for Zayn and Owens to win the tag titles.

Most importantly, it seamlessly integrates Rhodes into the Bloodline story, making the pivot from Zayn to Rhodes as Reigns’ primary challenger less jarring.

In the past, WWE would’ve handled a situation like this with the skill of a pianist with broken fingers, but it has hit the correct notes with how it handled Rhodes and Zayn going into Elimination Chamber.