WWE Star Says Popular Gimmick Was Never Meant To Get Over

A WWE star has recalled fan reactions to a previous catchphrase and character, stating that it was never meant to get over.

After defeating Randy Orton in 10 seconds on the September 19, 2017 edition of SmackDown, Rusev hosted a Pride of Bulgaria celebration on the following week’s episode.

During this segment, Aiden English sang about it being “Rusev Day“, a catchphrase which later exploded in popularity.

Speaking on Insight with Chris Van Vliet, Rusev said that he couldn’t believe how popular this phrase got with fans.

Commenting on fan reactions to “Rusev Day”, he said:

“It was never meant to be over. It was never supposed to be anything. It was just supposed to be a celebration and here’s the key from the mayor of Plovdiv, my hometown, and it just worked for some reason.

“I was a heel, but then I started to relax a little bit, show more of my personality and I guess people started buying that.

“Then Aiden (English), of course, Aiden is such an essential part of this, with the songs, with introductions, with everything. Without him, probably wouldn’t even be the same.

“Just the combo work, man, it was just me having fun and doing the backstage with the New Day, and then the first shirt. They did one shirt of Happy Rusev Day, which was the first one.

“I remember putting it out in a backstage promo and there’s the huge reaction from the crowd. What? It’s just a shirt. It’s not that big of a deal. But then it just starts picking up steam and people love chanting Rusev Day and celebrating Rusev Day.

“I got that sweet treatment. I have a beach towel, I have sunglasses now that says Rusev Day. I have all these things that say Rusev Day. I was like, what is happening here? I couldn’t believe it.”

Rusev was released by WWE in April 2020. He returned five years later in April 2025, after a run in AEW.

The Bulgarian star has addressed his decision to return to WWE, click here to read more.

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