Over the years, the NXT brand has been a wonderful sidekick to its older brother, WWE. It’s hitched a ride with the “Worldwide Leader in Sports Entertainment” while still making a mark as its own entity. All the while, some of today’s biggest stars have passed through its ranks, learning the ropes–both literally and figuratively.
That’s not to label the company’s developmental territory as a vagabond. Through all its ups and downs, different incarnations, and even dark periods, NXT has just kept coming back and reinventing itself. Now, they’ve opened up many creative possibilities with a refreshed roster and a newfound partnership with TNA Wrestling.
NXT is supposed to be the “third arm” of WWE. Yet at times, it has outshined both of the main shows. And even after many changes, adjustments, and tweaks over the years, they’re poised to be on the CW starting this fall. Today, the brand appears stronger than ever.
NXT Has Gone Through Many Changes Over the Years
11 YEARS AGO TODAY
Charlotte Flair makes her NXT In-Ring debut
WWE NXT
July 17th, 2013@MsCharlotteWWE | @itsBayleyWWE pic.twitter.com/jofXOCML3O— History of NXT (@HistoryofNXT) July 17, 2024
When NXT debuted in early 2010, it was quite different from today’s product. It was somewhat amateurish and copied the silly storyline methods that WWE was employing at the time. It came off as more like a talent show and a silly circus. For better or worse, many fans refer to this as the “dark ages” of the brand, as it tried to feel around and find its way out of the main company’s huge shadow.
However, within five years, the black and yellow brand started producing banger after banger in the ring. Names like Bayley, Kevin Owens, Charlotte Flair, and Sasha Banks set it all in motion. Later, Finn Balor, Shinsuke Nakamura, Shayna Baszler, and Asuka carried the banner. That doesn’t even count the tag team excellence of DIY and The Undisputed Era, as well as several other duos and stables.
Just as NXT got its footing in terms of developing legitimate WWE Superstars, the worm turned and they got a complete makeover. Following their defeat in the highly overblown “Wednesday Night Wars” with AEW, Vince McMahon changed the entire program into technicolor trash. It was now re-branded as NXT 2.0, and it was a far cry from the blueprint the brand had been following.
The show’s style changed drastically, as well as the highlighted characters and angles. The only problem was that the fans didn’t want any of that. They wanted the NXT that had evolved from a sideshow into (quite possibly) the best overall product in professional wrestling.
Following the hurricane of events surrounding McMahon’s ouster from the company, Triple H and Shawn Michaels have been able to right the ship. NXT has found its identity now: a balance between the thrilling competition in the ring, compelling storylines, and a group of hungry, young stars who are knockin’ on heaven’s door.
Working with TNA Wrestling & The Future
.@joehendry shocked the NXT Universe last week! #WWENXT pic.twitter.com/DsQ81To2H5
— WWE NXT (@WWENXT) July 15, 2024
Presently, one of the factors that has transformed NXT into “must-watch TV” has been the parent company’s working relationship with TNA Wrestling. It’s led to outsiders like Joe Hendry and Jordynne Grace performing on WWE programming, and it’s been a boost for both separate brands. The fans really seem to enjoy this crossover hit as much as they like what’s going on with the main roster now. There’s been a strange synergy with this working agreement: For once, all the adults are acting like it. And in pro wrestling, that’s a downright rare occurrence.
As for where the NXT brand is headed, it looks to be trending up. And as they continue to evolve under the TKO Sports umbrella, they’re in a great position to grow even bigger. While it may always be viewed as a developmental territory, or the third brand, there’s no doubting NXT’s popularity now. They just keep on rolling… like a rolling stone.
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Ryan K Boman is the author of the 2023 book, Pop Music & Peanut Butter: A Collection of Essays about Embracing Life with Laughter & Love. His previous work has appeared in The Miami Herald, SB Nation, Bounding into Sports, and Yardbarker. Follow him on social media @RyanKBoman.
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