The WWE creative team has undergone a major shake-up once again, and this time, it involves a familiar name from the past. Brian “Road Dogg” James, one of WWE’s most recognized personalities and a former in-ring competitor, has been appointed as the Lead Co-Writer of WWE SmackDown. This decision is expected to bring significant changes to the blue brand’s storytelling and creative direction.
Road Dogg, a Hall of Famer best known for his time as part of D-Generation X (DX) and the New Age Outlaws, has a long history with WWE, both inside and outside the ring. His return to the writing team signals a shift in WWE’s approach to storytelling, as the company continues to refine its product under the leadership of Triple H.
But what does this mean for SmackDown and WWE’s creative future? Let’s take a deeper look at Road Dogg’s past contributions, why WWE chose to bring him back, and how his influence might shape the future of the company’s flagship Friday night show.
Brian James’ journey in professional wrestling is nothing short of remarkable. Before becoming a backstage figure, he was one of the biggest tag team stars of the late ‘90s and early 2000s.
As part of the New Age Outlaws alongside Billy Gunn, Road Dogg played a crucial role in the Attitude Era, one of WWE’s most exciting periods. The duo won multiple Tag Team Championships and became one of the most popular teams of all time. Their catchy entrance phrase—“Oh, you didn’t know? Your ass better call somebody!”—remains iconic among wrestling fans.
Later, Road Dogg joined D-Generation X, alongside legendary figures like Triple H and Shawn Michaels. As a member of DX, he was part of some of the most entertaining and rebellious moments in WWE history.
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After retiring from full-time wrestling, James transitioned to WWE’s creative team. He first worked as an agent before eventually becoming the lead writer for SmackDown from 2014 to 2019. During his tenure, the show became known for consistent storytelling, well-developed characters, and exciting feuds.
Some of the key storylines under his leadership included:
Despite his success, James stepped down in 2019 due to creative frustrations. He later joined NXT in a backstage role but was released from WWE in 2022 when Vince McMahon was still in charge. Now, with Triple H leading creative, WWE has brought Road Dogg back into the fold.
One of the key reasons for Road Dogg’s return is his strong relationship with Triple H. The two worked closely during their days in DX, and when Triple H took over creative after Vince McMahon’s retirement, he began rebuilding WWE’s backstage team with trusted names.
Road Dogg’s booking philosophy aligns closely with Triple H’s vision. Both men favor:
With WWE in a new era—especially after the Endeavor merger with UFC—bringing in experienced minds like Road Dogg ensures SmackDown remains engaging, well-structured, and innovative.
SmackDown has arguably been WWE’s best show over the last few years, thanks to the rise of Roman Reigns, The Bloodline storyline, and breakout stars like LA Knight. However, the show has also faced some creative struggles, particularly in developing mid-card talent and maintaining engaging weekly programming.
With Road Dogg as Lead Co-Writer, fans can expect some major improvements:
During his previous tenure, Road Dogg was known for crafting compelling storylines with logical progression. Fans may see more of this approach, ensuring wrestlers receive consistent pushes rather than on-and-off booking.
For example, under his guidance, a star like LA Knight could be positioned as a long-term main eventer, rather than just riding a short-term wave of popularity.
One of SmackDown’s current weaknesses is its underutilization of the United States Championship and other mid-card feuds. Road Dogg could help elevate talents like Austin Theory, Santos Escobar, or Grayson Waller, giving them meaningful rivalries.
Road Dogg has always been a fan of mixing great wrestling with strong entertainment. This means that while SmackDown could see great matches, we might also get more entertaining promos, backstage segments, and engaging storytelling elements.
As expected, fans have mixed but mostly positive reactions. Many see this as a step in the right direction, especially given WWE’s past struggles with inconsistent booking.
Some fan reactions on social media include:
While some skeptics worry about recycled ideas, most believe Road Dogg’s return will be beneficial.
Road Dogg’s appointment raises questions about WWE’s long-term creative plans. With Triple H and Nick Khan leading the charge, we could see:
With WWE evolving, SmackDown is set to be a key part of the company’s success moving forward. Fans will be eagerly watching to see how Road Dogg helps shape the brand’s next chapter.
Bringing back Road Dogg as Lead Co-Writer of SmackDown is a major move by WWE. Given his history, storytelling abilities, and close ties with Triple H, he could be exactly what the blue brand needs to maintain its dominance.
With SmackDown housing top stars like Roman Reigns, Cody Rhodes, and LA Knight, Road Dogg’s creative touch could take WWE’s storytelling to new heights.
The question now is—will this lead to one of WWE’s strongest creative eras, or will it be another backstage change that fades away? Only time will tell, but for now, fans have plenty to be excited about.
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