AEW Facing Difficulty Turning Swerve Strickland Heel

AEW’s attempt to turn Swerve Strickland into a villain isn’t going as smoothly as planned, and fan reactions are making it clear the company may have a tougher road ahead than expected.

Strickland recently delivered a threatening promo on AEW Dynamite and positioned himself as one of the most dangerous forces in the company. He made it clear that anyone who stood in his way could become a target, signaling AEW’s intent to push him into a heel role following his actions against Kenny Omega.

However, instead of fully rejecting him, fans responded with hesitation. Some boos were heard, but cheers remained mixed in, showing that many in the audience are still emotionally invested in Strickland as a fan favorite.

Dave Meltzer addressed the situation on Wrestling Observer Radio and explained that AEW is facing a real challenge trying to get fans to turn against one of their most popular stars.

“The fans want to do ‘Whose house? Whose house?’ They want it so bad they're not allowed to do it. It was a weird one because it was like they didn't really cheer him, but there were some cheers. They didn't really boo him, but there were some scattered boos.”

Meltzer continued by making it clear that fans still want the version of Strickland they’ve embraced, rather than the villain AEW is trying to present.

“It's like the people don't want to boo him. They want their Swerve that they can go, ‘Whose house? Swerve’s house,’ and all that. And I don't want this version. So it's going to be real tough for him. I'm not saying it's impossible. It's going to be tough for him. And this was a real example because it was like he was really trying to get heat and he was getting just a little of it at best.”

This kind of reaction presents a unique challenge for AEW. Heel turns rely heavily on audience rejection, and when fans continue to support a wrestler, it can weaken the intended storyline. Strickland’s popularity has been built through standout performances and strong momentum, making it difficult for fans to suddenly view him as a villain.

AEW now faces a key creative decision. The company can continue pushing forward with the heel turn and hope fans eventually accept the shift, or they may need to adjust direction to align with audience reactions. Either way, Strickland’s connection with fans is proving stronger than the role AEW is currently asking him to play.