Thoughts on Lio Rush and gimmicks in AEW
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The new look for Lio Rush on AEW Collision last night has drawn some big numbers 👀
— WrestleTalk (@WrestleTalk_TV) March 24, 2026
- 8.6 million
- 6.9 million
- 3.2 million
- 2.7 million
- 2 million
- 2 million
- 1.9 million
- 875,000
- 602,000
+ more pic.twitter.com/KI5cW1Qx9d
There was one spot in the match that especially stood out: Rush galloped around the canvas before executing a dive through the bottom rope and onto Ciampa:
Lio Rush builds momentum and dives onto Ciampa!#AEWCollision
— WrestlePurists (@WrestlePurists) March 23, 2026
pic.twitter.com/BoCaHBQ8dl
The "old-is-new" persona has caused intense debate, from AEW's decision to randomly present this version of Rush without any explanation, to fellow Sickos viewing it as proof that Khan has deliberately shifted AEW's direction from a sports-based presentation to a sports-entertainment presentation (aka WWE-lite). I've decided to share some of my thoughts:
"Blackheart" is not the first gimmick featured on AEW programming
This is not a defense of AEW, but rather a reality check for the most vocal critics of Rush's new persona. AEW kicked off its inaugural Pay-Per-View, Double or Nothing, with a 21-man Battle Royal that featured the likes of one-legged wrestler Dustin Thomas, Sunny Daze, Brandon Cutler, Michael Nakazawa, Glacier (!), Marko Stunt, Sonny Kiss, and fucking Tommy Dreamer. Worse, it was free to watch as part of their Buy In pre-show.
They've also featured the atrocious faction known as the Nightmare Collective (who remembers Mel?), "Pretty" Peter Avalon and Leva Bates as The Librarians, QT Marshall introducing QTV, and The Hardy Family Office. The Super Smash Bros. had a lackluster debut (and that's putting it mildly). Malakai Black led an entire spooky faction, which indirectly gave birth to an all-women faction, The Triangle of Maddness.
We've seen the Varisety Athletes getting television time, "Best Man" Miro, Abadon...the list goes on. Point being: there's always been questionable characters on AEW television, and I don't think Rush's new persona should be seen as the avatar of Khan taking his promotion into more of a Sports Entertainment direction. We've survived Kip Sabin wearing a box on his head, and we'll survive this.
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What should be AEW's identity?
Where the criticism does hold weight is in what this represents for AEW’s identity.
AEW's current roster is night and day compared to its 2019-2023 editions; hell, I genuinely think it's one of the more gifted rosters in modern wrestling history, and now would be an excellent time for Khan to resist silly gimmicks and present his roster in a more serious, sports-like way.
Rush is talented, and the Sickos section of the AEW fanbase isn't interested in seeing him emote or gallop around the ring. They want to see him wrestle. They want to see him execute a bottom rope suicide dive to the floor without seeing him galloping around the ring beforehand.
Khan has the roster to tear up the tired format of pro wrestling television and promote a genuine alternative to WWE, and I think he should do it.
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Where's the explanation?
This is one of the critics' biggest pet peeves, and it's hard to argue against. Rush simply showed up at Revolution with a new look and attitude. I went back and watched his entrance on Collision, and while the commentators acknowledged his new persona, they didn't explain why Rush decided to go down this road.
Tony Schiavone: And his opponent has undergone some kind of dramatic change.
Tony Schiavone: Lio Rush - and I talked about the new look, the change, last Sunday at Revolution.
And that was the extent of it, aside from similar sentiments from fellow commentator Nigel McGuinness. Rush debuted this new persona with no buildup, no vignettes, and no real narrative framing. Commentary briefly acknowledged the change, but offered no insight into why it happened. The result is a disconnect: viewers are being asked to invest in a character they don’t understand, and one who is dramatically different from what AEW fans have been used to seeing from him.
I've seen speculation of the Blackheart joining the Psycho Killer in a tag team or faction, but...meh. I don't know if that will do it for me. I think the explanation is coming, but it's frustrating that we haven't heard it from the jump. No vignettes, no hype packages, nada.
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Are we too dismissive, or too accepting?
I cringed when I first saw the Galloping spot, and likened it to how toddlers play-wrestle. I swear I've seen the children in my life execute the same technique in "building momentum" before a flashy move. I'm generally not a fan of exaggerated facial expressions, either, so the entire thing was a bit of a turn-off for me; also, diehard fans should be familiar with Rush attempting to get this gimmick over on the independent scene.
I've seen a fair number of takes condemning any negative reaction, and I disagree with them. The criticism, in my view, is understandable (at the very least). A lot of AEW fans simply know what they want out of pro wrestling, and Rush is simply not it (and that could've been the case before the gimmick change). It's okay to see something and be turned off by it.
The flip side to the coin: sometimes, you really have to let things play out. I despised the Timeless Toni Storm gimmick, but it's been an undeniable home run for every party involved. Dr. Luther went from the Nightmare Collective and the "Jericho hire" guy to being a big part of Storm's presentation. Mariah May, who had one of the greatest matches in AEW history with Storm, departed AEW to fulfill her lifelong dream of wrestling for a wrestling company being sued for a multitude of sex crimes against women and children.
There's at least a chance - however small it may be - that Rush catches fire and the gimmick is successful. If you're in the "I'll let it play out before judging" camp, hey, I get it. I won't be joining you this time around, though.
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Stop blaming the talent/AEW is a place where talent can take risks
I've seen a lot of vitriol thrown Rush's way, and I don't understand it. This is a 31-year veteran with a great skillset who is trying to get more television time. Khan is the one who determines what makes broadcast, and he decided to give this Blackheart persona a shot.
Even then, it's difficult to be too harsh on Khan.
AEW has gained a reputation as the promotion that allows its talent significantly more freedom in comparison to the Epstein Class favorite company, and it's evident with Rush and the Blackheart gimmick.
Sometimes, you have to take the good with the bad.
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Rush’s new persona is not a sign that AEW has suddenly lost its identity. If anything, it reinforces a long-standing trait: a willingness to experiment, for better or worse.
The real issue isn’t that AEW tried something different—it’s how they introduced it, and whether it aligns with the strengths of both the performer and the product as a whole.
AEW has the talent and the platform to present a compelling alternative in professional wrestling. The question is whether it can strike the right balance between creative freedom and coherent direction.
Because when it misses, it doesn’t just feel experimental—it feels aimless.
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