John Cena: I'm Not The Face Of WWE
"There isn't anyone in WWE who provokes the emotion John Cena does". These words, uttered by WWE's lead announcer Michael Cole on a regular basis, have formed the basis for the promotion's response to the deafening chorus of boos which often ring out in arenas around the world.
It's far from secret that John Cena has been WWE's top star for years, a mixture of passion, a necessity to create new stars and an unflinching dedication to the product being the pillars of his success. Upon the departure of names such as Steve Austin and The Rock towards the end of the Attitude Era, new money-making talent was sorely needed. Lucking it out in an innocuous backstage segment on Smackdown in 2002, Cena showed the personality necessary to draw in viewers; showing off a rap character which would be the launching pad for his rise to the top.
Many Championships later, Cena is still arguably the most crucial member of the WWE roster. Loathed by many adults males watching the product, yet adored by hordes of screaming females and young children, the marketing powerhouse is critical to company finances. Despite his continued importance, being labelled the face of WWE is something Cena can't stomach.
"I just do the best I can do. I hate those words like 'face of the company' or 'flagbearer'. I hate that! I'm just the best that I can be. I take great pride in the fact people want to come after me, and I'm always ready for a fight. I'm me, I'm the best me I can be, and we've put together a pretty good ten years and I'm hoping for ten more", Cena stated during a recent documentary on WWE.com looking back at his decade long stint.