I know I am stealing the title from this blog once again, but Christmas Day was indeed Rusev Day as the Bulgarian Brute beat Shinsuke Nakamura to capture the United States Championship once again on SmackDown Live.

The move gives the fan favorite another opportunity to climb WWE’s invisible ladder as a babyface with the ultra hot Lana by his side. Will this lead to another shot at the WWE Title or will this cement the big man as a mid-card champion that fans have grown to love with one of the best gimmicks the company has been able to build in recent years?

WWE has a chance to finally get Rusev’s character right. For the past few years, he has waited in purgatory – a place professional wrestlers avoid at all costs. The “Rusev Day” gimmick, with his wife and Aiden English by his side, was effective, but it wasn’t cashing in on company gold. For his size, strength, and ability to play the foreign sympathizer role, the creative team dropped the ball on what should have been one of the more dominant heels of the 21st century.

Merry Christmas Happy RusevDay and thank you for the birthday wishes. Best day ever. #AndNew

— Rusev (@RusevBUL) December 26, 2018

Creating the “Rusev Day” gimmick is catchy, adaptable and has had fans ready to cheer on the heel. But like wrestlers before him, his appeal to the masses should have been to draw heat, hate the fanbase and beat every babyface on the company roster. Fan sensibilities dictate heels are loved and babyfaces must do more to get over unless you are A.J. Styles, Daniel Bryan or Seth Rollins.

The closest thing I can think of in comparison to Rusev and his growth as a babyface is the move by the NWA to make Nakita Koloff a babyface overnight in the wake of Magnum T.A.’s career-ending injury. With the help of Dusty Rhodes, the Russian everyone despised won over the hardened 80’s fans. Koloff never won the NWA World Title although he chased Ric Flair on several occasions.

Rusev could very well become the United States Champion several times over and never sniff the top of the mountain in Vince McMahon’s circus.

I liken Rusev to Kevin Owens in terms of a performer who can play the babyface or heel roles and still get the reaction from WWE’s Universe. Owens is a far-better performer and can work well on the mic and in promos. the cutesy angles, the joking during interviews have taken away from Rusev’s strengths. An eventual heel turn with the title in hand will once again prove to be his best move.

How long WWE decides to run with the new champion and his gimmick shouldn’t be too long. Nakamura will get a title rematch. If the company is smart, they will give Rusev his time with company gold to see where it takes both superstar and company.

But for now, Rusev Day is alive and well and will make the New Year his chance to prove he can shine once again.