PWI Weekly for March 10, 2025
All Gimmicks Needed
IN THIS EDITION of the PWI Weekly, we are taking a peek inside the mysterious “box of gimmicks” and delving into the captivating world of wrestling’s great characters. From larger-than-life personas of the past to today’s most colorful creations, memorable gimmicks—good and bad—are the lifeblood of the industry.
We hope you enjoy this edition. And, after you read it, why not throw on that best of Battle Kat VHS you’ve been meaning to watch?
WRESTLER OF THE WEEK
Toni Storm’s “Timeless” gimmick could have just been that: a gimmick. Instead, the Australian made it a fully realized character and a modern masterclass in wrestling theatricality. The brilliance of it lies in her commitment to the persona. With her exaggerated expressions, vintage attire, and just a hint of madness, Storm makes you believe that she believes. And while the over-the-top nature of the “Timeless” character isn’t everyone’s cup of tea—even among PWI staff—there’s no denying that it is one of the freshest and most unique creations in recent wrestling memory.
Having seemingly vanquished her foe Mariah May, Storm is firmly atop the AEW pecking order as Women’s World champion. What happens next remains to be seen …but many of us eagerly await Storm’s next starring role.
A QUICK WORD ABOUT
The “Very Nice, Very Evil,” stylings of Danhausen have been absent from AEW/ROH television for some time now, leaving many fans clamoring for his return. And it’s no wonder: He is a delightful anomaly in pro wrestling. The demonic, yet oddly charming creature with a penchant for curses and collecting teeth has carved out a career that has taken him from the indies to international recognition.
The gimmick—part The Simpsons and part The Exorcist—shouldn’t really work in wrestling. Yet, it does. In a business where bruising, angry giants shout about their dominance, Danhausen’s sing-song tone and oddball nature make him stand out. Here’s hoping he is back on our screens soon … lest he put a curse on someone.
MUSINGS, WITH MATT BROCK
Fine. Let’s talk about this Wyatt Sick6 nonsense in WWE. It’s another half-baked attempt to recreate the magic of the late, great Bray Wyatt. And I understand why the company is doing it, but it’s just not working. Are they supposed to be scary? Frankly, I’ve seen scarier things at Tuesday night karaoke … those few times I was coaxed out by Bill Apter.
There’s just no mystique. With Wyatt himself, you could feel a genuine chill in the air when he entered an arena. With this crew, it feels like a bunch of wrestlers playing dress-up. It’s all smoke and mirrors, ridiculous masks, and dim lighting. It doesn’t fit in with anything else this new Paul Levesque-era of WWE is trying to do.
And as for the actual wrestling? Forget about it! It’s all meandering promos and vague threats. If they can even be bothered to show up.
The stable has got good wrestlers—some with genuine talent—you just wouldn’t know it from watching them in their current get-ups. Nikki Cross is a very good grappler who could be having great matches every week. Instead, she is on the sidelines waiting for a good time to jump out and scare someone.
With the Wyatt Sick6, they’re trying to recapture lightning in a bottle. For me, all they’re doing is shaking an empty can. Drop the gimmicks and let the wrestlers just be themselves.
FROM THE VAULT
Nowadays, this photo looks a lot less novel. Yet, when the rough-and-tumble Bradshaw cleaned himself up, donned a suit, and started going by the name JBL (John Bradshaw Layfield), it felt about as gimmicky as anything else happening in pro wrestling. The JR Ewing-inspired creation flaunted his wealth, flashed smarmy grins, and quickly became the controversial archnemesis of Eddie Guerrero.
As JBL, Layfield went on to have memorable rivalries with the likes of Batista and The Undertaker. He also captured the WWE heavyweight and U.S. titles. And, following the prolonged success of the character, the 6’5” Texan never looked back to his previous persona.