Big E has pulled back the curtain on the creation of WWE’s most iconic modern introduction. Speaking on the latest edition of Insight with Chris Van Vliet, as reported by WrestlingNews.co, the former WWE Champion detailed the frantic, road-weary brainstorming that birthed the legendary New Day opening line: "Don't you dare be sour. Feel the power." What is now a staple of wrestling pop culture began as a desperate attempt to survive a grueling travel schedule and escape a creative directive that would have ruined the trio before they ever got off the ground.
The New Day—composed of Big E, Kofi Kingston, and Xavier Woods—debuted in late 2014 to immediate, near-universal derision as babyface gospel preachers. It was only after turning heel in 2015 that the group found their footing, eventually transforming into one of the most decorated tag teams in WWE history. But according to Big E, the entrance itself was the final piece of the puzzle, requiring collaboration with WWE’s legendary former music director Jim Johnston to establish an immediate, unmistakable audio cue for the live crowd.
The Johnston Standard and the Identity Crisis of Modern Themes
Wrestling theme music has undergone a severe identity crisis over the last five years. The current WWE product, heavily reliant on generic, looping electronic tracks produced by Def Rebel, lacks the distinct character-driven themes that defined previous eras. Big E made it clear in his interview on Insight with Chris Van Vliet that the New Day wanted to avoid this exact pitfall when designing their entrance, aiming for the gold standard of character cues.
"I always think with wrestling themes, you always want that when you hear the glass break, you know it's Austin in two seconds. I always want to know exactly who it is."
Johnston’s retirement and WWE's subsequent shift to formulaic audio loops have hurt the overall presentation of modern talent. When a wrestler's music hits today, fans often spend the first ten seconds trying to identify the performer rather than reacting. Big E’s emphasis on that immediate pop shows a deep understanding of crowd psychology that WWE’s music department has arguably lost in recent years.
The Road Grind and the Failure of Local Pop Booking
Once the group landed on the signature "It's a New Day, yes it is" intro, the creative department pushed for more. However, the initial corporate vision for the entrance would have turned the act into a localized novelty rather than a global brand. The front office wanted Big E to deliver customized, city-specific rhymes every night, a demand that clashed immediately with the reality of WWE's traveling circus.
"My first one was something like, all Fort Lauderdale, you feel it in your body. This isn't tenable. I'm not gonna be able to come up with something for every town."
Wrestling five nights a week on the road makes constant creative generation a recipe for burnout. In the mid-2010s, WWE ran a relentless touring loop, forcing talent to drive hundreds of miles between cities with almost no downtime. Expecting a performer to draft, memorize, and deliver a fresh, rhyming promo for every single secondary market was an absurd expectation that ignored the physical toll of the road.
This disconnect between corporate expectations and practical execution remains a persistent issue in WWE booking. Writers in television studios often pitch ideas that fail to account for the exhausting realities of the house show loop. Had Big E stuck to the local pop formula, the entrance would have quickly become a chore, losing the infectious energy that eventually defined the group.
Reverse Engineering the New Day Magic
Realizing the localized approach was dead on arrival, Big E took creative control of the mic. Instead of writing new material for every arena, he decided to create a universal hook that fans could chant along with in any city. The key was finding a strong base phrase that fit the group's positive, high-energy aesthetic and building the introduction around it.
"We decided fairly early that 'feel the power' was something that was going to be a good catchphrase, so we worked backwards from there with the 'don't you dare be sour.'"
This reverse-engineering process saved the gimmick, turning a potential disaster into a merchandise juggernaut. By establishing a static, repeatable phrase, the New Day allowed fans to become active participants in the entrance. The call-and-response nature of the promo turned live crowds into the group's fourth member, fueling their historic transition back to top babyfaces.
The critical flaw in WWE's early booking of the group was trying to micromanage their presentation. When the trio was allowed to write their own promos and dictate their own cadence, they connected with the audience on a level that scripting could never replicate. The success of the catchphrase is proof that wrestlers, not writers, are best equipped to find their own voices.
Life After the Ring and the Cameo Economy
Big E has not wrestled since March 11, 2022, when he suffered a severe neck injury during a SmackDown match. The accident, which occurred when he took a belly-to-belly suplex on the floor, fractured his C1 and C2 vertebrae. While his in-ring future remains highly doubtful, the charismatic star has used his established brand to build a successful career outside the squared circle.
The "feel the power" catchphrase has transitioned seamlessly into Big E's post-wrestling endeavors, showing the long-term value of strong intellectual property. He has utilized the intro for NASCAR promotional work and high-profile boxing walkouts. The versatility of the line has allowed him to maintain a strong public profile even without taking bumps.
"Now having this built-in thing that I can kind of tinker with."
One of the main outlets for this brand maintenance is Cameo, where Big E remains a highly sought-after creator. But unlike many of his peers, his motivations are entirely philanthropic. Big E revealed that his work on the video platform is dedicated to raising funds for charitable organizations, turning fan interactions into real-world aid.
"I do all that just for charity."
After generating more than $30,000 for Feeding America, he has shifted his fundraising efforts toward the National Alliance on Mental Illness. This charitable focus stands in stark contrast to WWE's controversial 2020 policy change, which sought to restrict talent from using third-party platforms like Twitch and Cameo for personal gain. Big E's ability to navigate this space for charity highlights how veterans can use their fame to bypass corporate friction and do genuine good.
Ultimately, the story of "Feel the power" is a case study in wrestler self-reliance. Without Big E's pushback against the local-promo directive, the New Day might have been just another short-lived comedy act. Instead, they built a legacy that continues to pay dividends long after the bell has stopped ringing for its most charismatic member.
