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|“||You Can't See Me!||„|
|~ John Cena's famous catchphrase.|
|“||Big Brock Lesnar...here comes the pain! God give me strength...forget to give me brain!||„|
|~ John Cena's insult towards Brock Lesnar during one of his signature freestyles.|
|“||The Champ is Here!||„|
|~ John Cena|
Cena started his heel run in October, which was shortly after his debut in June. Cena and Billy Kidman teamed together in a tag team tournament to crown the first WWE Tag Team Champions of the SmackDown! brand, but lost in the first round. The next week, Cena blamed Kidman for the loss and attacked him, turning heel for the first time in WWE.
On the next episode of Smackdown, Cena dressed up as Vanilla Ice and performed a freestyle rap, which had hinted at a new gimmick for the up and coming star. The next week, Cena recieved a new gimmick, a rapper who'd cut promos and rap in the process, offically beginning his first heel gimmick.
For the first half of 2003, Cena went after the WWE championship, which incited a rivalry with Brock Lesnar. During the feud, he'd created a new 'finisher,' the "FU", which mocked the "F-5" Brock Lesnar used. He had a match with Brock for the belt, but lost. At the end of the year he became a face again when he joined Kurt Angle as a member of his Survivor Series team at the 2003 pay-per-view, and has since, never turned heel again.
Outside of the ring he has been accused of bad behavior by Chavo Guerrero and Tyler Reks.
He lost the title to a returning Brock Lesnar in Summer Slam of 2014.