Stone Cold comeback: Texas Rattlesnake Steve Austin is back in WWE, looking to regain his former glory and revive the flagging federation - Cover Story

Wrestling Digest, June, 2003 by Steve Anderson

June 10, 2002

THERE ARE FEW DAYS IN WWE that will live in proverbial "infamy," but that day represented an unlikely event. Steve Austin was no longer a part of WWE.

Austin was once the crown jewel of the promotion. He was a pioneer in introducing the federation and its fans to "Attitude." He was the atypical babyface, the ultimate anti-hero. Once a scorned former member of WCW, Austin rose in the ranks, overcoming a bad gimmick to evolve into "Stone Cold." He embarked on an unprecedented feud with WWE owner Vince McMahon, who turned into the heel Mr. McMahon just for the occasion.

From 1996 to 2002, Austin was the face of the federation, as he captured six WWE world titles and was involved in major storylines. But a combination of burnout and frustration were starting to build within Austin during the early part of 2002. In his mind, his storylines were not coming together. The bright shining spotlight was dimming as the Rock went Hollywood, Hulk Hogan came back to the company, and Triple H, Kurt Angle, and Brock Lesnar began commanding attention.

And, to add insult to injury, he did not headline Wrestlemania in 2002. Instead, he was lower on the card, wrestling the NWO's Scott Hall, who already had one foot out of the promotion.

The day after Wrestlemania, Austin staged a mini-walkout, but it was chalked up to burnout. WWE officials looked the other way and allowed him back after a sufficient cooling off period, which lasted days, not months. But a second disappearance in June was too much, and WWE officially suspended "Stone Cold" for no-showing two events.

Austin remained silent on his decision to leave, while WWE's Vince McMahon and Jim Ross took to the airwaves, criticizing his decision and burying one of the promotion's most bankable stars.

The meltdown continued as Austin found himself in trouble outside of the ring following a domestic dispute with his wife and fellow WWE star; Debra. Austin was charged with misdemeanor assault for allegedly hitting Debra. Austin seemed far, far away from a WWE return. Many were deeming a comeback unlikely.

Meanwhile, WWE's business was starting to sputter. The risky brand split was not a ratings boon. Putting the NWO out to pasture and signing Eric Bischoff and Scott Steiner did little to jump-start interest over the long haul Band-Aid approaches, were clearly not working. The brain trust didn't need a new face to bring viewers back to the WWE product--they needed a familiar one.

Wrestling fans are accused of having short-attention spans when it comes to the superstars. "Out of sight, out of mind" is often the mantra. But a different mantra took over during Austin's departure and stayed throughout his entire time away. It was one word. It was a question.

"What?"

Seemingly every promo cut by a wrestler, manager, agent, Diva, or general manager was interrupted by the famous and annoying phrase. If there was a pause where someone took a breath, the fans had their opening to shout, "What?" in unison. The "Texas Rattlesnake" was gone, but not forgotten.

In the midst of the chants, Austin was working out a plea bargain with Texas prosecutors. He pleaded no contest to the assault charges, and was given one year of probation, fined $1,000, ordered to undergo domestic violence counseling, and sentenced to 80 hours of community service. In addition, he filed for divorce against Debra. With his legal and marital woes behind him, Austin began to focus on a return to public prominence, with or without WWE.

He started making appearances signing autographs. Frenetic fans numbering in the thousands lined up around the block to catch a glimpse of their hero and nab his signature. It was a clear indication that wrestling fans yearned for his return. WWE took notice. A meeting was set between McMahon and Austin. The return that seemed so unlikely was now looking like a possibility.

During Austin's heyday, there was an expression related to his entrance theme: "When you hear the glass, it's your ass." Recent storylines would tell you that Eric Bischoff saved his own ass and his general manager job by signing Steve Austin to the "Raw" brand.

In reality, it was WWE's ass on the line. Fans were not hearing glass breaking--and they were clearly not happy about it. Ask them about Austin's absence and they would respond with one word.

"What?"

The reality of "Stone Cold: Part 2" is that he could offer more of the same old redneck character. But familiarity breeds contempt among wrestling fans, who want to know what a wrestler has done for them lately. Austin's heel run in 2001 didn't work because fans wanted to cheer for him. Now, after months away, Austin needs to give them a reason to cheer for him again after he seemingly bailed out on them.

Feuding with the Rock at Wrestlemania may seem stale, but injecting a storyline where Rock is obsessed with once and for all beating Austin at a Wrestlemania event adds interest. And as Austin adapts to a WWE that has changed significantly since his departure [see chart, above], his character should adapt as well.