The WWE Universe is an unforgiving business. One day you can be riding high on the roster, the next you can be stuck in oblivion struggling for any matches of real consequence.
Often the solution to this problem, if you can avoid being released, is to undergo a character change. And that is exactly what one Superstar who has been struggling for traction recently has done this week.
As reported by NoDq.com, former RAW general manager (briefly) Brad Maddox emerged in a SmackDown dark match with a new name - and a new style.
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According to those who were present at the event, Maddox was introduced as Joshua Kingsley.
His new character name coinciding with a change in appearance which has seen the wrestler dye his hair blonde.
One fan at the SmackDown taping managed to snap a picture of Maddox in his new Kingsley persona as he prepared to take on Zack Ryder.
Rumors doing the rounds since the reveal also claim that the Joshua Kinglsey character is a British Poet, a move that hasn't gone down fell with some WWE fans who have openly mocked the new gimmick.
Maddox's highlight in WWE so far was his brief tenure as co-Raw General manager - an honor bestowed on him in an alliance with The Authority.
That was almost 12 months ago however, and since then the Superstar has steadily retracted into the background of the WWE Universe, many fans believing he has never been given a true shot at the big time.
He has been mostly working house shows for the company but this new character change could be a signal that he will get another chance to shine in the near future.
When you add the fact that Maddox/Kingsley has been teaming up with Adam Rose, another wrestler undergoing a transitional phase, the arrival of a new gimmick will only increase speculation that the duo could return to the main roster together.
WWE fans: Will this character change work out, and which other Superstars need an overhaul? Let us know in the comments below...