About halfway through Nature Boy, ESPN’s 30 for 30 documentary (Nov. 7, 10 p.m. EST, ESPN) on WWE legend Ric Flair, the conversation turns to Flair’s transcending impact on popular culture. The flamboyant grappler, known for his loud fashion sense, “heel” tactics, braggadocio and quick tongue, was reminiscent of a young Cassius Clay/Muhammad Ali, captivating audiences not only with his physical dexterity but also with his ability to sell himself.
And Flair most surely sold himself. He was the man whom women wanted to be with and men wanted to be like. He was the 16-time world champion, no matter how much he would cheat to win, and made sure you never forgot it.
“I mean, why did people like Ali?” Flair asks in the documentary. “No one has marketed themselves in boxing like Ali.”
Moments later, rapper Snoop Dogg appears on the screen and explains how Flair pulled from and was an inspiration of the early roots of hip-hop and black culture. “As a kid growing up watching Ric Flair, he was very inspirational to myself and a lot of other hip-hop artists because he represented what we wanted to be,” Snoop Dogg said. “We wanted to be Ric Flair; we wanted to be flamboyant and the ‘kiss-stealin, wheelin-and-dealin,’ we wanted to be all of that.
“He was a part of our culture and our life. That’s why we love him and we cherish him. We’ve always held him high in the black community, because Ric is one of us.”
Snoop Dogg, who has hosted and appeared on WWE’s flagship show Monday Night Raw on multiple occasions and was inducted into the company’s Hall of Fame in 2016, paints a peculiar portrait of Flair, he of white working-class roots, bleach-blond hair and 1 percenter persona, as “one of us.” But between the luxurious clothes, brash delivery and unmitigated swagger, how was Flair any different, color aside, from an Ali or Denzel Washington or N.W.A.?
Flair was one of the greatest heels, or bad guys, in professional wrestling history, making you want to hate him as easily as Floyd “Money” Mayweather would some three decades later. But unlike Mayweather, Flair had the charm, personality and lifestyle to make every man envy him. He was also an early adopter of the overindulgent persona that took over 2000s hip-hop. To borrow from Jay-Z, Flair flaunted the “Money, Cash, H–s,” at one point owning 15 $10,000 robes, a pair of $600 custom-made shoes (gators, presumably) and a $15,000 Rolex. Not to mention all of the women.
“You see the Rolex watch, you see the glasses, you see the beautiful women, Baby Doll and Precious,” said Glen Thomas, 39, co-host of the Wrestling Marks of Excellence podcast. “You hear Ric Flair talking about the night they had in Vegas … and you see the sunglasses and the $5,000 Armani suits and shoes and you see the belt, you desire to be that. I didn’t know about Disney World, but I knew about Space Mountain.”
In recent years, the 68-year-old has been reborn as an apparent icon of black culture. Indianapolis Colts players mimicked Flair’s famous “Rolex-wearin’ ” promo during a postgame speech in 2015; rapper Pusha T shouted his trademark “Woo” catchphrase on 2012’s “Don’t Like”; and Flair “ran” for president with rapper Waka Flocka Flame in 2016.
But Flair, who hasn’t been a regular performer since retiring from WWE in 2008, is just one man in a long, complex history of professional wrestling. The “Nature Boy,” as a character, lives in a universe of offensive, sexist, anti-gay and, most glaringly, racist content — there are multiple instances of blackface being used in WWE. Which begs the question: Why do black fans continue to tune in?
There are many reasons, it turns out. Wrestling combines the visual presentation of cinema, the never-ending continuity of television and the pure athleticism of professional sports. In between the perilous stunts and knee-slapping comedy also lie real-world consequences, as evidenced by former wrestler Daniel Bryan having to retire because of repeated concussions. A bit of nostalgia is baked in as well. The average age of a pro wrestling viewer is 54 years old, compared with just 40 for the NBA, with many current viewers having watched the product since its heyday in the late 20th century.
“It’s one of those things where I can’t remember the start date,” said Camille Davis, 28, co-host of the Milwaukee-based TECKnical Foul sports podcast. “It’s kind of like when I think back about why I started sports: It’s just something that was always around.”
Whether it was a parent, aunt, uncle, cousin or deacon from church, most fans of wrestling had a familial introduction to the National Wrestling Alliance, World Championship Wrestling or WWE. Like anyone who grew up a fan of other sports, it wasn’t out of the norm to be a wrestling fan.
Black fans followed the established stars of the 1980s and 1990s like everyone else: Flair, Randy Savage, The Ultimate Warrior, Shawn Michaels, Bret Hart and Hulk Hogan. It didn’t even matter that none of these stars weren’t black; wrestling wasn’t immediately about race for those who grew up watching it.
But as black fans got older, many started to also gravitate to the male and female performers who looked like them. For older fans, there was Koko B. Ware, “Iceman” King Parsons, Bobo Brazil and “Sailor” Art Thomas. The most popular and transcendent of the early black wrestlers, though, was Junkyard Dog, who co-starred in Hogan’s Saturday morning cartoon show, Hulk Hogan’s Rock ‘n’ Wrestling.
For younger fans who grew up in the 1990s, professional wrestling’s renaissance era, they had what felt like an abundance of talent to root for. There was Harlem Heat, composed of real-life brothers Booker T and Stevie Ray; strongman Ahmed Johnson; black nationalist stable Nation of Domination; female grappler Jacqueline Moore; and, of course, Dwayne “The Rock” Johnson.
The Rock, who debuted in WWE in 1996, was the biggest star in the company’s history, winning multiple championships and eventually becoming the highest-paid actor in Hollywood. As half-Samoan, half-black, The Rock was one of the most visible black people in the country, a role model for many young people.
“The Rock was more of an inspiration,” said Brian Waters, 31, who’s hosted internet radio show The Wrestling Wrealm since 2011. “Knowing that he was half-black, half-Samoan, I was like, well, it don’t matter, he’s black. It’s kind of like Barack Obama. It don’t matter, he got a little black in him.”
Once black fans become aware of their own blackness, they would tend to root for the black wrestlers, no different from rooting for the Doug Williamses and Mike Vicks of football, the Williams sisters of tennis or the Tiger Woodses of golf.
This partially explains the ascent of The New Day, an all-black trio of wrestlers who have been a fan favorite for going on three years straight. But, surprisingly, race wasn’t the only factor in the popularity.
“I didn’t like New Day because they were black,” said Davis. “It was more so because they were funny. And even then I’m like not really big on The New Day train. There’s no real black wrestlers I feel like that they even give a chance to achieve.”
For black female fans, like Davis, the female wrestlers weren’t given much of an opportunity to achieve either. There have been only five black women’s champions in WWE history: Moore, Jazz, Alicia Fox, Naomi and Sasha Banks. Moore, in 2016, became the first and only African-American woman to be inducted into the WWE Hall of Fame.
Even with this black female representation for young women, the wrestlers had such unrealistic body proportions, from Moore’s bust to Jazz’s bulk, that not all viewers could relate to them.
“None of the women wrestlers are technically going to look like me, because their bodies are never going to look like how my body looked or was going to look,” said LaToya Ferguson, 29, who writes about wrestling for pop culture blog Uproxx. “I could enjoy them and appreciate them, but I don’t think I ever really had that connection a lot of girls wanted to have of the Divas.”
While children normally learn about race as young as 6 months old, research shows that they don’t learn about “racism” until they’re teenagers or young adults. For African-Americans who watched wrestling, this meant many didn’t notice the problematic storylines in WWE involving African-Americans until they were adults. And there were plenty.
In 1990, white wrestler “Rowdy” Roddy Piper donned blackface while in a storyline with black performer Bad News Brown, who was supposed to be the bad guy in the feud. Less than a decade later, all-white stable D-Generation X, who, like Piper, were the supposed good guys, painted their skin black while facing off with The Rock and the Nation of Domination. In the 2000s, Shelton Benjamin, one of the most gifted athletes in the company’s history, was accompanied to the ring by a Hattie McDaniel-like “momma” character, while all-black duo Cryme Tyme sported cornrows and platinum grills and stole from other wrestlers as their gimmick.
But two incidents stand out the most. In 2003, white wrestler Triple H delivered a racially charged promo against Booker T, calling the black performer’s hair “nappy” and telling him that “people like him” don’t win championships in the WWE. “He almost called him everything except for the N-word,” Thomas said.
And it didn’t end there for Booker T. Two years later, WWE chairman and CEO Vince McMahon called John Cena, who is white and replaced The Rock as the company’s most prominent star, the N-word on live television as a perplexed Booker T walked past.
Despite these incidents, and many more in American professional wrestling’s nearly 200-year history, black fans haven’t wavered. They still make up nearly a quarter of WWE’s total audience, according to Nielsen, and have many reasons for not jumping ship.
Professional wrestling, like the NFL or MLB, is a form of communal entertainment, with fans tuning in live every week because their close friends or family members are following along as well. If they aren’t one of the 3 million people watching Monday Night Raw on the USA Network, they’re filling up more basketball arena seats than the NBA team that owns the building or watching thousands of hours of content on the WWE Network. Like any parent, wrestling fans can also pass down their fandom to their kids. There are times when the product will let you down or offend you, but how is that any different from a fan pushing his or her kids to root for the Cleveland Browns?
There is a lack of diversity and problematic storylines for wrestlers of color, but black viewers tolerate those same issues in other forms of entertainment. Many African-Americans watched network dramas in the decades before Kerry Washington became the first black female lead in a television show since 1974 when she starred in Scandal. Movie ticket sales still sold in the billions in the years leading up to the #OscarsSoWhite campaign. And in sports, despite boycott threats from African-American NFL fans over treatment of black athletes, namely Colin Kaepernick, in response to player protests during the national anthem, NFL games still draw in tens of millions of viewers.
Fans of wrestling just want to be entertained. It’s the golden age of wrestling right now, with the most gifted performers in the history of the “sport” performing right now, whether in WWE or on the independent circuit, including Kentucky-raised Ricochet, the most popular non-WWE black wrestler in the world. And depending on who you talk to, wrestling can be both this amazing art form — “I feel like it’s one of the last true performance arts,” Ferguson said — and guilty pleasure.
“It’s the best soap opera I’ve seen, the best television,” Waters said. “I guess I’m one of those people that if you told me I could only have one channel, it would be USA [Network].”
Thomas added: “People watch Scandal, they watch How To Get Away With Murder, they watch Law & Order: SVU. That’s your TV show, that’s your escape for two hours. That’s your soap opera. Wrestling is my soap opera, where I can suspend my disbelief for three hours on a Monday or two hours on a Tuesday.”