Examining Rusev's Direction, Upside and Long-Term Potential

WWE is allowing Rusev to be the bruising, merciless monster he was born to be, and the results have been tremendous so far.

The Bulgarian Brute has in many ways circled back to his career peak. He once again holds the United States Championship, he is again aligned with Lana and he is back to hating America and clubbing his foes out cold.

This return to dominance has been a reminder of just how good Rusev is. He's an impressive physical specimen with a knack for showmanship. Championships in droves are certainly in his future, but will that include WWE's ultimate prize?

The limitations of his gimmick and a history of injuries may lower his ceiling just below the main event level.

Before this recent rebirth, Rusev had been floundering in a feud worthy of a soap opera against Dolph Ziggler. A story featuring peeks at a naked man in a shower, jealousy and fish as gifts had the powerhouse looking like a comedy act.

He followed that rivalry up with a stint in the short-lived League of Nations. Rusev's partnership with King Barrett, Sheamus and Alberto Del Rio never clicked, and the faction always seemed like a bunch of pushovers.

Chasing Kalisto and the U.S. title this year, though, quickly had Rusev rebound. His claws re-emerged. His momentum surged again. 

The Bulgarian Brute was back to being the compelling force he was in 2014 and early 2015. 

His newest target, Titus O'Neil, will offer him a chance to flex his muscle and devour a midcarder en route to a rise up the WWE ranks. Rusev has all the physical tools to make that climb.

Strengths

Rusev doesn't have the prototypical height (he's 6'0'') of the classic monster heel, but he is otherwise custom-built for being a predator of the squared circle.

He's powerful and stout, wears a convincing snarl and moves extremely well for a 300-pounder. He is explosive and athletic. The two-time U.S. champ also exudes intensity, roaring in the ring in between bashing his rivals.

Back in 2014, Miami Herald columnist Scott Fishman talked up The Bulgarian Brute's athletic potential:

That has been on display throughout his career.

Rusev hasn't composed an all-time classic, but he has produced a steady run of hard-hitting matches. Whether he's facing Jack Swagger in the middle of SmackDown or facing Roman Reigns in the main event, The Bulgarian Brute usually delivers.

He is much improved as a talker, too. Early on, Lana had to carry the bulk of the load on that front. Rusev's personality, though, has emerged over time. His best verbal work to date was promising to eat Kalisto's heart during an interview with Michael Cole. 

The powerhouse won't ever be a guy who can execute lengthy promos, but in short bursts, he has a strong presence on the mic.

Obstacles

The arc of Rusev's career largely depends on how much WWE relies on the standard foreigner vs. America dynamic.

As strictly an outsider who despises the U.S., Rusev can only go so far. WWE fans have seen a long line of similar characters have a short shelf life, from Vladimir Kozlov to Ludvig Borga. The trope feels out of date in the current wrestling climate and is limiting.

It leads to a similar storyline unfolding again and again. O'Neil is the latest patriot to stand up for America and challenge Rusev.

The folks at Daily DDT are among those who are certainly not interested in that narrative repeating:

WWE hasn't shown it can effectively tell any other kind of story with Rusev. And for him to have longevity, it needs to. The more his character can evolve, the longer he can maintain prominence.

Injuries have been a roadblock for Rusev in the past.

As Rusev told Byron Saxton for WWE.com, he tore his ACL in 2011 and then broke his neck shortly after returning. In 2015, he fractured his foot. Rusev (in character) shrugged off the injury on Twitter:

WWE showed a clip of him on crutches:

Later that year, Rusev suffered a torn bicep, as Mike Johnson reported for PWInsider.

Getting hurt is inevitable in wrestling, but it's not a great sign that in four years he's suffered so much. Should he go down again in 2016, he will likely develop (unfairly or not) a reputation for being snakebit.

We have seen with wrestlers like Wade Barrett that WWE often cools on guys whose momentum keeps getting stalled by injuries.

Long-Term Potential

Rusev is one of the most promising wrestlers on the roster in a period where WWE is looking to showcase fresh faces. That bodes well for The Bulgarian Brute, as does the company splitting up the Raw and SmackDown brands in July.

If Rusev moves to SmackDown, he will likely get more high-profile opportunities more often. If WWE creates a second world championship, he will be one of the top choices to seize that crown in the next few years.

It will be more versatile performers who ultimately keep him from ascending to the company's top tier, though.

Rusev will not headline WrestleManias. He won't be a long-term option as a WWE champ. There is a ceiling to his gimmick, one that will force him to watch Roman Reigns, Seth Rollins, Kevin Owens and others grab hold of those spots instead.

Expect big things from The Bulgarian Brute, just not for him to be able to fight his way to the mountaintop. 

Be sure to check out previous editions of this ongoing series:

• Sami Zayn
• Darren Young
• Charlotte
• Emma