Ranking the Architects of the Attitude Era

 

When the Attitude Era truly commenced is one of the more commonly debated topics in the pro wrestling community. Some believe it started following the iconic 3:16 promo, the rest are of the opinion that night of The Montreal Screwjob had marked the entry into an entirely new era that was never witnessed before. What we can all agree on however was that if it wasn't for Vince McMahon's genius alongside the crucial contribution of some of the notable names in the company, the WWF would've sunk and been out of business. Had it not been for the attitude era, we'd have never witnessed the full glory of the Monday Night Wars which would in turn ultimately lead to the defeat of WCW. 

Today, we take a look at those notable titans who played a crucial role in birthing this time period, by recognizing their contribution in keeping the hopes of WWF alive in the wars. Keep in mind that this isn't exactly a list ranking each character of the attitude era, instead we look to credit those that played a prominent role in introducing the new era and held the product together in the early and peak years of competition. What is being measured is how much influence the following names have had in the product transitioning from goofy and cartoonish to mature and violent, which in turn had the Monday Night Wars in full swing. As a result, the focus will mostly be directed towards the period between late 96 and early 99, with the 2000s being completely ruled out of the equation as by then, WCW was almost laid to rest and it wasn't a formidable threat anymore. 

So let's begin the countdown as we not only rank the influence of these iconic characters in leading The Attitude Era and The Monday Night Wars representing the WWF, but also discuss some of the more untouched and lesser talked about aspects of their contribution.

Honourable Mention: Brian Pillman

While Brian Pillman's gimmick could've been utilized better to fit his craziness and psychotic tendencies in an era that was rather dark and gloomy, he was instead made to wear a dress and feud with Goldust. Regardless, it is worth noting that he couldn't make it into the era when it was at it's full glory because of his unfortunate passing. Nonetheless, the 'Pillman's got a gun' segment was high-rated and a notable moment in television history for two reasons: One, the obvious fact that a gun had been pulled up on live television. And two, it made the concept of rivalries seem too real and serious instead of cartoonish and cheesy. It was done in a way that made it seem like the two individuals really held a vendetta against each other, something not witnessed in The New Generation Era that the WWF was now trying to come out of. 

Number 10: Ken Shamrock 

When the world's most dangerous man made his entrance in The World Wrestling Federation, there was a lot of hype surrounding him. One reason for that was he lived up to the title. Ken Shamrock had legitimate fighting experience as he shared an MMA background, and he was no doubt a pioneer that paved way for individuals to jumpshift from the cage to the squared circle. He was pretty adaptive and also credited for introducing the concept of 'tapping' out of a submission maneuver that would later be implemented universally. His most notable moments were when he'd 'snap' and attack anyone in his sight, including the officials.

Number 9: Hunter Hearst Helmsley 

While mostly a second fiddle to Shawn Michaels in the initial time period, the sudden transition from a royal aristocrat to that of a degenerate was career-saving. His mic work was excellent and he complemented Michaels well in their controversial skits. Once Shawn addressed his back injury after Mania 15, he became the new leader of The Degeneration X and the group would further go on to expand. The iconic impersonation of The Nation of Domination is widely viewed as one of the most humorous skits. It was in mid 1999 however, that The Triple H character was finally blowing up as a genuine heel and main event player.

Number 8: Kane 

The idea of a huge man dressing up in a red costume with flaming designs to cover his burns wasn't the most convincing, but Glenn Jacobs deserves credit for pulling it off. And it was done so almost perfectly, no one else could replicate his mannerisms (for an instance, his iconic walk or his head tilt) and if anyone tried to, it wouldn't have the same impact. Kane's entire character was intimidating, he was physically imposing and kicked out of multiple finishers. Besides, he had arguably the most impactful debut in all of pro wrestling history when he broke open the cage door to Tombstone his brother, The Undertaker. What makes Kane so relevant to the era is his involvement in angles which at the time felt too risky and desperate, like having his arm set on fire or the iconic Inferno matches. It pushed the limits of what was acceptable, and was storytelling at its finest.

Number 7: Mick Foley 

And when you talk about pushing the limits and making sacrifices, you simply cannot leave out Mick Foley. The iconic fall from the top of the Hell in a Cell that saw him come crashing down at the announcer table, is one of the most widely recognized clips in the wrestling world today. Mick Foley earned the title of a hard-core legend, he was involved in some of the most gruesome and brutal moments of the attitude era, all of which saw him at the receiving end of unprecedented punishment. His I Quit match with The Rock in which he took 11 chair shots to the head is still one of those matches that even veteran fans have a hard time watching. Was taking a beating the only thing Mick Foley was good at? Of course not. He was widely entertaining. His promos as Mankind were chilling, whereas the ones as Dude Love served as a nice humorous touch/comic relief. The night Mankind won the championship was also the night WCW was never able to recover from, and that goes on to show just how big of a player he was. Mick Foley was a gem that both the fans and the company were privileged to witness.

Number 6: The Undertaker 

People tend to overlook just how significant Taker's mere presence was in the early stages of the war to keep the fans invested in the product. Granted, he wasn't the most proficient in the ring back then (although he had started putting in improvement from that point onwards). The Undertaker had starpower, he was an attraction and therefore while his match with Sid at Mania 13 was a snoozefest, it was the right decision to hand him the belt. The audience felt sympathetic towards him and acknowledged his dedication. As time went on, the fans saw a more sinister side of him. The crucifixion of Stone Cold Steve Austin was a sight to behold. His run as the leader of the Ministry is still considered by many as the most terrifying gimmick witnessed in the squared circle. Taker's loyalty was one of the most overlooked factors and therefore, it makes sense for Vince to be good friends with him behind the curtains as he did not betray the trust of the company that gave him a new life and subsequently, a legacy.

Number 5: Bret Hart 

While Bret was arguably the face of The New Generation Era, and while he was not there when The WWF was finally arriving toward the completion of the building blocs of the attitude era, he played an instrumental role in laying the framework for it. One of the most obvious ways is his willingness to work with Stone Cold Steve Austin and elevate him to the main event status. While King of The Ring made several eyes turn towards Austin, it was the feud with Bret Hart that cemented him as a top star in the company. The other part is him dropping subtle hints of Vince's true role in the company, through his promos in which he complained about injustice. Up until then, people only saw Vince as a commentator. Bret dropped hints about the authoritative position he held behind the curtains, and obviously this was solidified following the Montreal Screwjob which led to the creation of the character of Mr. McMahon, the greatest heel authority figure in all of sports entertainment. Unfortunately, Bret was made to be a sacrificial lamb but the series of events and his involvement in them makes him the most under-appreciated talent without whom that time period wouldn't have been as effective. Not to mention, he is credited for coining the term 'Degenerates' in reference to Shawn's antics with his newfound stable of Hunter Hearst Helmsley, Chyna, and Rick Rude.

Number 4: The Rock 

Very few are fortunate enough to make their debut on a PPV, that too one as big as Survivor Series. When the fans saw Rocky Maivia, there was no telling that he'd go on to become one of the most well-known and electrifying personalities in sports entertainment. Starting out as a traditional babyface, his character got stale very quickly and the fans were not holding back from expressing their annoyance at Rocky's mere presence. WWF did the right thing by not prolonging his heel turn, but along with the turn was born a new personality. This arrogant, cocky individual who now called himself 'The Rock' aligned with the Nation of Domination, before overthrowing their leader Farooq. 

The Rock spent the entirety of 1997 and most of 1998 in the midcard, feuding with the likes of Ken Shamrock and Triple H (leader of rival faction DX). The company's midcard wasn't it's strongest asset and therefore, there was an obvious edge that WCW had over them in this one department. However, the prominent names specified above held it together. All of that time was masterfully spent in grooming him to break through the main event scene, by further polishing his mic skills. 2 years after he made his debut, he won the big one in a rather 'controversial' fashion that replicated the Screwjob. But the way in which he won didn't matter, his charisma as the corporate champion along with his flashy suits and witty 'verbal smackdowns' made him a treat to watch. In late 1999, he finally established himself as the people's champion, and thus became the face in Stone Cold's absence.

Number 3: Shawn Michaels 

One of the most beautiful aspects of pro-wrestling is that you never really know to what extent a certain star is adaptable, and how versatile they can be in not just the ring but also at playing a character. Upon superkicking Marty Janetty and thus splitting from The Rockers, it wasn't hard to see that Shawn Michaels was destined for success. He was already one of the all-time greats in the ring during his time, capable of putting on classics. Plus, his mic work was excellent as a flamboyant, cocky and arrogant lady's man. When he turned face and beat Bret Hart for the WWF championship at Wrestlemania 12, he was established as the face of the company. But luck wasn't on his side, as not long after, the NWO came to be formed and therefore the entire 1996 turned out to be disastrous for WWF as they were unable to withstand competition. Shawn being the top guy didn't help either. Now it's no surprise that Shawn's ego created a lot of problems backstage, and we won't get into how he 'lost his smile' and it's repercussions. 

This list talks about the transition to the Attitude Era and it's early years. And dare I say, while he was nowhere as big of a draw as Steve Austin, he was just as influential in the creation of the era. This man blurred the lines of what was acceptable on television. A product of The New Generation Era which was supposed to be aimed at younger audiences, he found no trouble jumping into the new adult-oriented style that the WWF was in the process of adopting. What marked the true leap in his character and the era as a whole, were his promos as the leader of the newfound stable comprising of Hunter Hearst Helmsley and Chyna (also Rick Rude as the 'insurance policy' during its inception). He pointed at his crotch while acting unaffected by the controversial nature of his actions, which intensified as time went on with more vulgarity being prevalent in his presence. He was able to garner nuclear level heat in Canada, as he danced back and forth with the Canadian flag in his nostrils and even humped it before a furious crowd at Survivor Series 1997. One of the era's earliest seeds were also sown through the first ever Hell in a Cell match he had with Undertaker, foreshadowing the violence that was yet to come.

Many don't give Shawn enough credit because of his absence for most of the era and that is true, the back injury he sustained at Royal Rumble 1998 did keep him out of competition. But it's not hard to see that he planted the seeds beautifully and therefore did his job. By 1997 standards, Shawn Michaels may have performed the most controversial antics that were witnessed in the sport.

Number 2: Vince McMahon

The viewers were no stranger to Vince McMahon's appearance on television, right since the 80s. However, his role as the company's owner was made less obvious under the disguise of a commentator. Bret Hart was the first person to imply it during his promos about how he was 'screwed' in late 96 and early 97. That was before, of course, he was screwed for real in what fans remember as the 'Montreal Screwjob' which was an infamous unscripted event that took place at Survivor Series 1997. One of the few positives that came out of it however, was the creation of the 'Mr. McMahon' character. WCW was constantly beating WWF in the ratings, and Vince decided to make an example by leading from the front. 

He stepped into the shoes of this evil corporate boss with an inflated ego, that used every dirty tactic in the textbook including manipulation to make life 'a living hell' for anyone that was rebellious and disapproving of his authority, Stone Cold Steve Austin in particular. He also went out of the way to obtain a shredded physique and participate in matches, even winning the Royal Rumble in 1999. Mr. McMahon's character was extremely believable, and Vince played it to perfection. Fans were engrossed in his rivalry with Stone Cold, and they tuned in every week to see what hurdle awaited their favorite anti-hero. It can even be argued that the Mr. McMahon character kept Stone Cold fresh, and the creativity was at its peak when exploring different dimensions of how the feud would play out and affect the direction of the company. 

While many feuds were prominent in the Attitude Era, the one between Mr. McMahon and Stone Cold defined the very era and therefore it rejuvenated WWF's chances in the war. The character was not only a heel played to perfection but also instrumental in tying the events on-screen together, acting as a strong connecting medium in the era's early years at least. 

Number 1: 'Stone Cold' Steve Austin 

If you were asked to close your eyes and think of one image that would best click your mind upon thinking of the Attitude Era, chances are it'd be a picture of Steve Austin drinking beer and 'raising hell.' Stone Cold was the literal definition of the 'attitude' in the era. It would not be an exaggeration to say that without him, the WWF would have been bankrupt and you and me would be tuning in every Monday to watch Nitro today. It's easy to look back and say that there's no single person that's responsible for carrying an era. Yes, the other names in this list have played a prominent role too. That's why this list exists in the first place. But without Austin, none of these names would've been able to sustain and lead the battle. 

For one to understand the magnitude of his character, one must have lived through the era. Steve Austin debuted on Raw in 1996 as 'The Ringmaster' with Ted DiBiase as his manager, after disappointing stints at WCW and ECW. The gimmick was that of a skilled technician and nowhere close to what would come in just a few months. For it wasn't just his hairstyle, but his entire personality that underwent a change. Austin was now a ruthless, brutal, trash-talking loudmouth that just didn't give a 'damn' and didn't mind running through anybody. His promo at King of The Ring 1996 led to the iconic tagline of 'Austin 3:16' which in just a little time would be printed on countless t-shirts in the attendance. His major breakthrough was the feud with Bret 'The Hitman' Hart that elevated him to the main event status. 

Austin's character signaled a change in the attitude of the fans. They just weren't falling for a traditional good guy vs bad guy scenario in wrestling. Vince took cognizance of that. And while it was never in his plans to turn Austin face, he had to listen to the fans if he wanted to save his company from sinking. So he did exactly that, a gutsy effort at Wrestlemania 13 saw the greatest double-turn in professional wrestling history when he refused to tap out to Bret Hart's sharpshooter and bled profusely before being unconscious. Even as a face, Austin never acted as one and that made the fans love him more. Despite sustaining a career threatening injury at Summerslam 1997 following a botched Piledriver, he tried to push through. That's how high the stakes were. The entire year was a transition period, and Austin's promos clearly were a breath of fresh air and different from anything else. 

Finally, he won the big one at Wrestlemania 14 to officially declare the beginning of the 'Austin Era.' His feud with Mr. McMahon became one for history books. "Austin!" chants flooded the arena, and everytime the glass shattered, the stadium roof almost collapsed at the impact of the loud pop from the crowd. Based on statistics, Stone Cold Steve Austin sold more merchandise than anyone else and he surpassed every one of his predecessors in terms of popularity. When Vince McMahon inducted him in the Hall of Fame, he referred to him as the "Greatest." That may have been his way of thanking the man who saved his company from sinking when it was in it's most volatile state.