According to a report from PostWrestling.com, although Raw Women's Champion Nia Jax has been coming off as more of a heel in recent weeks in her program with Ronda Rousey, it actually was not WWE's intentions to make her look like a full-fledged heel. Their intention was for it to be a babyface vs. babyface program.
This is also why Nia was booked to seem genuinely concerned about Natalya Neidhart's (scripted) knee injury on Raw. WWE officials felt as though Nia was looking like too much of a heel, so they wanted to try to put her back on track as more of a babyface.
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