Roman Reigns vs. Jey Uso Feud
Roman Reigns' first big feud after winning the Universal Championship was against his real-life cousin, Jey Uso. Jey won a fatal four-way match to determine the number one contender for the Universal Championship, and the fans were extremely excited about the possibility of seeing these two competitors face-off.
What followed is one of the best storylines WWE has produced this year. This story has everything: a David and Goliath dynamic, a familial backdrop, and some legitimately emotional beats.
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Reigns and Jey faced off at Clash of Champions, where Jimmy Uso came down and threw the white towel in for this twin brother. Following weeks of tense back and forths between Reigns and Jey, the two met once again inside Hell in a Cell in an "I Quit" match. That match, almost made me shed a tear. Watching Jimmy Uso run down and try to talk some sense into Reigns, just for Reigns lock him in a guillotine choke, forcing Jey to say "I quit", was masterful storytelling. It cemented Reigns as a heel.
If Reigns can continue this type of performance in his upcoming feuds, we're going to be looking at the best heel in WWE.