Adam Cole enjoys being a heel.
Even though he's one of the most popular stars in NXT, Adam Cole is the bad guy. While he shows disdain for his opponents and the crowd and his use of the numbers game with Undisputed Era, the live audience can't help but yell "BOOM!" and "BAY-BAY!" during his entrance.
Despite the crowd wanting to cheer the NXT Champion, Cole's goal isn't to get the crowd to like him.
"Being a babyface never came natural to me," Cole said to Lilian Garcia on Chasing Glory. "The creative freedom as a heel, to me, is so much more valuable. As a babyface, of course, you can have amazing and creative babyface promos. But as a heel, there is so much more you can say. It's more fun to get a room full of people to be angry at you than it is for them to cheer you. Even now, lots of nights, when I come out, they will cheer me as a babyface because they respect what I've done and the journey it took me to get here. But my goal, as long as throughout the match they cheer for the other guy more, then I feel like I've accomplished what I'm going after. Being a heel is so much fun."
Cole has been a heel throughout his entire NXT run, though he receives bigger cheers than the majority of the roster.
If you use any of the quotes above, please credit Chasing Glory with a h/t to Fightful.