In 2002, journalist Mark Raimondi had a poignant moment in a Tokyo restaurant, where the server recognized his New World Order (nWo) hoodie, a nostalgic symbol from the revolutionary 1990s pro-wrestling faction. Unable to communicate verbally due to their language barrier, they connected through shared memories that transcended cultural differences. This moment encapsulates the influence of the nWo, which Raimondi explores in his book Say Hello to the Bad Guys — How Pro-wrestling’s New World Order Changed America. He argues that this faction not only transformed professional wrestling but also tapped into the American cultural psyche, significantly impacting various spheres of society, as many fans who grew up with nWo are now influential figures in diverse industries.
The late 1990s marked a peak in the rivalry between the World Wrestling Federation (WWF) and World Championship Wrestling (WCW), culminating in a ratings war that drove innovative storytelling and dramatic spectacles. The nWo emerged as a pivotal force during this era, conceived by WCW executive Eric Bischoff. This faction, comprising former WWF wrestlers Scott Hall and Kevin Nash, and later Hulk Hogan as the "third man," portrayed themselves as edgy outsiders. By depicting Hogan’s transition from hero to villain—often referred to as "turning heel"—the nWo blurred the lines between reality and fiction, a dynamic that redefined wrestling narratives and catapulted the industry into mainstream popularity.
Raimondi emphasizes that the allure of an antihero protagonist was not new, but the timing was crucial. The nWo resonated with millions during a formative cultural moment, captivating fans weekly with their rebellious antics. Hogan’s participation marked a surprising return to favor; his previous decline in popularity due to personal issues was reversed through his role as a villain. The nWo’s anti-establishment appeal, highlighted by their distinct black-and-white branding, soon prompted the WWF to adopt similar strategies, giving birth to the "Attitude Era," where larger-than-life personalities like Stone Cold Steve Austin took the spotlight with bolder storylines and edgier content.
The broader cultural context of the late 1990s, rife with sensational reality television shows like The Jerry Springer Show and The Real World, paralleled wrestling’s rise. Raimondi notes that audiences were drawn to what they recognized as staged or exaggerated realities, leading to high viewership for shows that blurred authenticity. This trend extended to pro-wrestling, as fans were savvy enough to acknowledge its scripted nature while still being entertained. The industry’s growth coincided with shifts in cable television, where low-cost programming became increasingly sought after, making wrestling a welcome addition to the television landscape.
The cultural legacy of the nWo extends beyond wrestling; it represents broader American themes of capitalism and materialism. The impact of this faction continues to manifest in modern entertainment. Figures like Dwayne "The Rock" Johnson, once a wrestling superstar, have become household names in acting, while pro-wrestling references frequently appear in hip-hop music. The nWo’s influence persists in popular culture, evidenced by celebrities such as Kendall Jenner incorporating iconic nWo imagery into fashion, illustrating how pervasive the faction’s legacy remains.
Despite the nWo’s disbandment in July 2002, following the WWF’s acquisition of WCW, its cultural footprint endures. The original members briefly reunified within WWF, but the faction’s dissolution marked the end of an era. Still, their impact on wrestling and wider cultural dialogues is undeniable. Raimondi concludes that the nWo fundamentally changed the landscape of professional wrestling, elevating it to a form of entertainment that reflects and critiques American values. Kevin Nash and Hulk Hogan remain vocal about their experiences, while the tragic passing of founding member Scott Hall in 2022 brings a poignant closure to a transformative chapter in wrestling history. Hall’s legacy is encapsulated in his words, reminding fans that despite challenges, “Bad guys do” indeed persist.
