Face (professional wrestling) in the context of "John Cena"

In professional wrestling, a gimmick generally refers to a wrestler's in-ring persona, character, behaviour, attire, and/or other distinguishing traits while performing which are usually artificially created in order to draw fan interest. These in-ring personalities often involve costumes, makeup and catchphrases that they shout at their opponents or the fans. Gimmicks can be designed to work as good guys/heroes (babyfaces) or bad guys/villains (heel) depending on the wrestler's desire to be popular or hated by the crowd. A tweener gimmick falls between the two extremes, such as wrestlers who manifests many heel and face traits such as Randy Orton's viper gimmick. A wrestler may portray more than one gimmick over their career depending on the angle or the wrestling promotion that they are working for at that time.

Promotions will use gimmicks on more than one person, albeit at different times, occasionally taking advantage of a masked character which allows for the identity of the wrestler in question to be concealed. Razor Ramon was portrayed by both Scott Hall and Rick Bognar and Diesel was portrayed by Kevin Nash and then Glen Jacobs. Occasionally, a wrestler uses a gimmick as a tribute to another worker; such is the case of Ric Flair's Nature Boy persona which he took on as an homage to the original Nature Boy, Adrian Street. When a wrestler acts outside their gimmick this is known as 'breaking kayfabe', a term showing pro wrestling's linkages to theatre, where the more common term "breaking the fourth wall" is used.