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Much like everywhere else in life, timing is very important even in WWE. When a superstar gains momentum, whether it’s organic or intended, it’s important to push them as a top star. This goes both ways, though. If someone is elevated to the main event scene too early, they usually fail to achieve long-term success.
Similarly, if someone is ready, and the company doesn’t pull the trigger on time, the momentum slowly fades. While some adversity is needed to create an emotional storyline, it’s crucial not to wait too long. The global juggernaut is guilty of doing that several times.
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In this listicle, we will look at five times WWE failed to strike the iron when it was hot.
#5. Source Breaker
Seth Rollins hurt his shoulder during his match against Cody Rhodes at Crown Jewel 2025, forcing WWE to fast-track The Visionary’s removal from The Vision. Bron Breakker turned on Rollins and kicked him out of the group. The Dog was then the primary focus of the stable and looked ready to ascend to the next level.
Breakker was red-hot and received a World Heavyweight Championship match on the first RAW of 2026 against CM Punk. The 28-year-old had pinned The Second City Saint in the Men’s WarGames Match to earn the opportunity.
Many believed it was the right time for WWE to crown Breakker. However, the company decided not to put the title on the Vision member, as he came up short against Punk. His momentum took a hit following the loss, and he has yet to fully recover from it.
#4. Jacob Fatu’s gold pursuit
Jacob Fatu gained momentum after defeating Drew McIntyre in an Unsanctioned Match at WrestleMania 42. On the following RAW, he confronted Roman Reigns and quickly entered the World Heavyweight Championship picture.
WWE presented Fatu as a dominant force throughout the feud. He reintroduced the Tongan De*th Grip, something that seemed to have no counter. The Samoan Werewolf received his first title opportunity against Reigns at Backlash 2026 but was unsuccessful. WWE then doubled down on the rivalry and booked a rematch for Clash in Italy under Tribal Combat rules.
Many viewed the stipulation as the perfect setting for Fatu to become the new Tribal Chief. He had momentum, was protected for most of the feud, and the match type favored his character.
However, the company once again went with Roman Reigns. Fatu lost the match and was forced to acknowledge the OTC. Since then, he has officially joined The Bloodline, ending his pursuit of the World Heavyweight Championship for the time being.
#3. Crowning LA Knight
LA Knight became one of WWE’s most popular stars in 2023. By the summer of that year, Knight was among WWE’s most popular acts and had become a major merchandise mover. Many fans believed it was only a matter of time before he received a world championship run.
The first major opportunity came at Crown Jewel 2023, where Knight challenged Roman Reigns for the Undisputed WWE Universal Championship. However, he was unable to dethrone The Tribal Chief.
Over the next few years, Knight remained relevant but repeatedly fell short in major opportunities. Meanwhile, WWE continued to use him to elevate other stars. Jacob Fatu, for example, defeated Knight at WrestleMania 41 during his rise up the card.
Knight is still popular today, but the momentum he had in 2023 was unique. Many fans believe the company had a chance to make him a world champion during that period and chose not to do so.
#2. Drew McIntyre’s Undisputed WWE Championship reign
Drew McIntyre finally reached the top of the mountain in January 2026. After several unsuccessful attempts, The Scottish Warrior defeated Cody Rhodes in a Three Stages of Hell Match to win the Undisputed WWE Championship, thanks to the returning Jacob Fatu.
The title win was well-received by fans. McIntyre had been one of WWE’s most consistent performers for years, and many felt he deserved another run with a world championship. However, the reign never really gained momentum.
His entire title run revolved around Cody Rhodes. McIntyre only made one successful title defense, defeating Sami Zayn at the Royal Rumble. Beyond that, there was little focus on establishing him as a dominant champion or giving him fresh challengers.
Less than two months after winning the title, McIntyre lost it back to Rhodes on SmackDown. The decision ended his reign before WrestleMania 42 and removed him from the championship picture entirely.
Given the support he had at the time, many believed the company could have done more with Drew McIntyre as champion. Instead, his reign was over almost as quickly as it began.
#1. Kevin Owens vs. Cody Rhodes
Kevin Owens’ feud with Cody Rhodes in late 2024 and early 2025 gave the company an opportunity to do something different with the Undisputed WWE Championship.
The storyline began when Rhodes brought back the iconic Winged Eagle Championship for a title defense against Owens at Saturday Night’s Main Event. Cody retained, and Owens attacked him after the show went off the air, continuing the story.
Owens carried the championship around and repeatedly claimed that he was the “true” Champion. The angle quickly became one of the most entertaining stories on television. The feud eventually led to a Ladder Match at Royal Rumble 2025, with both the Undisputed Title and the stolen Winged Eagle belt hanging above the ring.
Many fans felt that was the perfect moment to put the title on Owens. Instead, Rhodes retained, and the story came to an end. While Cody remained champion, The Prizefighter never got the payoff for his obsessive character.
Edited by Parth Pujara
