In 2002, Mark Raimondi found himself at a restaurant in Tokyo waiting for breakfast. As he sat there, a local server spotted the black hoodie he wore, emblazoned with the New World Order logo (NWO). While they couldn’t communicate in each other’s languages, Raimondi reflects on how they connected through shared memories, which somehow transcended the language barrier.
His book, “Greet the Bad Guys – How the New World Order of Pro Wrestling Changed America” (Simon & Schuster), dives into how the NWO revolutionized pro wrestling and tapped into the cultural psyche in a way that previous storylines hadn’t. “From 1996 to 1999, countless kids and teens grew up watching NWO. Today, they are leaders in various fields, influencing American culture in significant ways,” he notes.
The late 1990s marked a fierce rivalry between professional wrestling factions, mainly between the WWF (now WWE) and WCW. The rise of the NWO created a whirlwind of popularity and captured the mainstream audience’s attention.
Founded by WCW’s Eric Bischoff, the faction included former WWF stars Scott Hall and Kevin Nash and introduced a mysterious “third man” into the mix.
Unlike their counterparts, the NWO was cast as the rebellious outsiders. Their intent was not just to play villains but to redefine the narrative of wrestling itself. “NWO emerged at a unique point where reality and fiction intertwined, blurring the lines,” Raimondi points out. “The anti-hero became the focal point, and pro wrestling was fundamentally altered.”
Interestingly, they didn’t shy away from delving into Hall’s troubled personal life, incorporating it into their storyline. Hall portrayed a reckless character, often appearing as if he were drunk, which raised questions about the authenticity of his performance. “It hardly mattered if he actually was drunk,” Raimondi comments.
Fans embraced it wholeheartedly. “While the notion of anti-heroes isn’t new in storytelling, NWO resonated profoundly during that period, capturing millions of viewers weekly,” says Raimondi.
For Hulk Hogan, it was a much-needed revival. After leaving WWF in 1993, his popularity wavered, especially after admitting to steroid usage. But the NWO reignited fan interest. “The days of booing Hogan were over; it was a resurgence of Hulkamania,” he explains. “He had to play the role of a fallen hero for a while, but the fans wanted him back.”
The impact of the NWO was so significant that WWF soon crafted their own edgy era, featuring stars like Stone Cold Steve Austin and The Rock, who pushed the boundaries further with their storylines and character portrayals.
In Raimondi’s view, the rise of wrestling during this period reflected broader cultural shifts in the late 90s. “Just like the events seen on talk shows, everything seemed like a spectacle, and audiences bought into it at an astonishing pace. Though most knew wrestling wasn’t ‘real,’ just like Robert Downey Jr. isn’t an actual Iron Man,” he adds.
Wrestling’s ascent coincided with the boom in cable television, where the demand for entertainment formed a perfect storm for professional wrestling’s success. “Wrestlers were essentially cheaper alternatives for networks,” says Raimondi.
The legacy of the NWO continues to be felt in various facets of modern culture. Notably, President Trump famously hosted WrestleMania and has even integrated figures from wrestling, like former WWE CEO Linda McMahon, into political positions.
Dwayne Johnson, who has transitioned from wrestling to acting, has become one of the highest-paid actors globally. Hip hop artists reflect wrestling’s influence in their lyrics, like Kendrick Lamar referencing wrestling in his disses. Even Kendall Jenner sported an oversized NWO shirt at a recent fashion event, which illustrates its cultural resonance.
“Wrestling is a reflection of America—its capitalism and materialism,” writes Raimondi. “It mirrors our culture much like social media algorithms do.”
Eventually, the success of the NWO led the WWF to absorb WCW in March 2001, acquiring all its assets. As a result, the NWO left an indelible mark on wrestling history.
Hogan, Hall, and Nash revisited their roles in the WWF, but the faction eventually disbanded in 2002, as announced by Vince McMahon. However, the cultural phenomenon they created had lasting effects beyond the wrestling ring. Raimondi emphasizes that “NWO wasn’t just a wrestling faction; it reshaped the landscape of professional wrestling.”
While Kevin Nash and Hogan remain active in sharing their stories, Scott Hall passed away in March 2022 after health complications. Before his death, Hall reflected on his time with the NWO in a Hall of Fame speech: “Hard work pays off; dreams come true. Tough times don’t last, but bad guys do.”
