WWE is increasingly under fire for its creative direction in 2025, with critics and fans alike accusing the company’s leadership of being out of touch with modern wrestling audiences. The core complaint centers on WWE’s aging creative team, which some insiders believe struggles to connect with today’s fans or adapt to evolving tastes within the industry.
Growing Fan Frustration with WWE’s Creative Direction
Throughout 2025, WWE’s storytelling approach has drawn sharp criticism due to a perceived lack of long-term vision and fresh ideas. Fans have repeatedly voiced dissatisfaction with what they see as recycled storylines, abrupt booking changes, and a heavy reliance on legacy stars without compelling new narratives. This has fueled speculation that key decision-makers in WWE’s creative team are failing to innovate, constrained by outdated mindsets that clash with the expectations of a younger, more diverse audience.
One notable example of booking woes includes the mishandled John Cena retirement arc, which began promisingly but lost momentum after The Rock’s unexpected departure from the storyline. The angle suffered further after Cena’s impressive matchups failed to culminate in satisfying payoffs, culminating in an abrupt and disappointing squash loss to Brock Lesnar—moves many fans and industry insiders saw as creative missteps[3][4].
Sources close to WWE’s backstage scene have confirmed internal unease regarding the current creative climate. “There’s definitely a sense among some wrestlers and staff that the creative leadership is stuck in old-school thinking,” one WWE insider revealed. “Fans want fresh, emotionally engaging stories that resonate with the times, but the system often feels slow to adapt or unwilling to take creative risks.” This sentiment reflects broader concerns that WWE’s leadership may be falling behind competitors like AEW, who have been praised for more audience-responsive booking[1][2].
WWE’s Response: Creative Restructuring and New Blood
In light of mounting criticism, WWE is reportedly undertaking significant changes to its creative team and storytelling process moving into 2026. Internal meetings have been held to reassess how narratives are developed on a week-to-week basis, with an emphasis on improving long-term booking coherence and emotional payoff for fans. The aim is to produce storytelling that increasingly centers around deeper character development and more consistent narrative arcs that can build investment over time[1].
Part of the reshuffling includes integrating fresh talent into the creative writing staff alongside established veterans. WWE Hall of Famer “Road Dogg” Brian James remains a key creative voice on Friday Night SmackDown, now working in tandem with newer voices like John Swikata to revitalize the brand’s creative output. This blend of experience and innovation seeks to strike a balance between respecting WWE’s rich history and embracing new storytelling dynamics favored by contemporary audiences[1].
While these changes are still unfolding, insiders note that WWE leadership, particularly under Chief Content Officer Paul ‘Triple H’ Levesque, recognizes that record-breaking business success—through ticket sales, merchandise, and media deals—does not necessarily equate to creative satisfaction among the fanbase. “The separation between financial performance and creative approval has never been clearer,” said another source close to the company. “That’s why the focus is now on storytelling depth and fan engagement like never before.”[1][3]
Challenges and Opportunities Ahead
Despite efforts to adapt creatively, WWE’s path forward won’t be without challenges. The departure or silence of marquee stars such as The Rock has left creative gaps that are difficult to fill, and reliance on veteran talent risks alienating a new generation of viewers seeking fresh faces and narratives[3][5]. Moreover, WWE’s tendency toward booking “for the moment” rather than building long-term storylines has been a frequent gripe among commentators who argue that this short-sightedness undermines sustained audience investment[2].
At the same time, WWE’s championship runs and character arcs have at times baffled fans, such as Shinsuke Nakamura’s reserved United States Title reign, which was criticized for its lack of compelling defenses and overused “stalking” gimmick, exemplifying broader creative inconsistencies[4]. Such missteps highlight the urgent need for a more dynamic and innovative creative philosophy that fully embraces character-driven storytelling.
Industry Perspective: Is WWE Losing Touch?
This shift in perception about WWE’s creative leadership is also evident when comparing it with newer wrestling promotions. AEW, for instance, has garnered praise for fast-moving, long-term story development and for cultivating deeper fan connections by telling more grounded and relatable narratives[2]. Although WWE still commands an enormous global audience, the company’s creative department must evolve to maintain relevance in an increasingly crowded wrestling landscape.
As one source close to Cody Rhodes put it, “WWE has all the resources and legacy to remain the front-runner, but only if it can break free of rigid creative structures and genuinely listen to what today’s fans want to see.”
Conclusion
The narrative surrounding WWE’s creative leadership in 2025 signals a critical crossroads for the company. While WWE continues its commercial dominance, the call for fresh creativity and more contemporary storytelling is louder than ever. With ongoing internal restructuring and an openness to new perspectives, WWE appears to be making strides toward reinvigorating its product for 2026 and beyond. Whether these efforts will fully satisfy a vocal and evolving fan base remains to be seen, but WWE’s commitment to change indicates an awareness of the stakes involved.
As WWE moves closer to the WrestleMania season, all eyes will be on how effectively it can blend tradition with innovation to recapture the enthusiasm of today’s wrestling audience.