In wrestling, a heel is a villain character. Heels are portrayed as behaving in an immoral manner, breaking rules or otherwise taking advantage of their opponents outside of the bounds of the rules of the match. In non-wrestling jargon, heels are often the "bad guys" in pro wrestling storylines. They are typically opposed by a face (crowd favorite). Some tweeners exhibit heel mannerisms.

The term "heel" is most likely is derived from a slang usage of the word that first appeared around 1914, meaning "contemptible person". The Spanish term, used in lucha libre, is "rudo".

Common heel behaviour includes cheating to win (e.g., using the ropes for leverage while pinning or attacking with foreign objects such as folding chairs while the referee is looking away), attacking other wrestlers backstage, interfering with other wrestlers' matches, and acting in a haughty or superior manner.

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