Traditionally, heels don't sell merchandise in pro wrestling. There's some character motivation there but it's also hardly viable financially. After all, if the idea is to hate a wrestler's stinking guts, why on Earth would one spend their hard earned money to sport said wrestler's merchandise? Theoretically, that gives a company little motivation to produce any merchandise featuring said wrestler.
Despite this, WWE is selling this Rusev t-shirt:
And Lana has a brilliant strategy to get fans to buy it:
Also if you want a picture with @RusevBUL or I you have to wear the #RusevCrush shirt or NO PICTURES! http://t.co/kVfUmjUYKQ @WWE— LANA (@LanaWWE) October 21, 2014
We eagerly await a fan video attempting to get a picture with Lana and her viciously striking them down for not sporting the proper attire.