Storylines
Eight professional wrestling matches were scheduled on the event's card beforehand, which were planned with predetermined outcomes by WWE's script writers. The buildup to these matches and scenarios that took place before, during and after the event were also planned by the script writers. The event featured wrestlers and other talent from Raw's brand – a storyline expansion in which WWE assigned its employees. Wrestlers portrayed either a villainous or fan favorite gimmick, as they followed a series of events which generally built tension, leading to a wrestling match.
The main rivalry written into Unforgiven was between John Cena and Kurt Angle, who were competing for Cena's WWE Championship. At SummerSlam, Cena defeated Chris Jericho to retain the WWE Championship.[3][4] A rematch was held on the August 22 episode of Raw, when Raw general manager Eric Bischoff announced a WWE Championship rematch between Cena and Jericho in a "You're Fired" match, in which the loser would be fired. The match saw Cena win, and Bischoff fired a pleading Jericho, who was carried out of the arena by security.[5][6] This angle was written after WWE's official website confirmed that Jericho signed a short-term contract extension to stay with the company after his long-term contract expired, which presumably ended after his loss to Cena. After the match,[7][8]
Another major rivalry heading into the event was between Shawn Michaels and Chris Masters. This feud began the night after SummerSlam, where Michaels lost a match to Hulk Hogan.[3][4] Michaels admitted he fell victim to Hogan's leg drop. He concluded that Hogan was the better man and it was time to get "back to reality".[5][6] Midway through Michaels' speech, Masters interrupted him and informed Michaels that individuals like Hogan and Michaels did not know how to pass the torch to new wrestlers. Michaels went along with Masters' comments and warned Masters to not group him with Hogan. Masters concluded by stating that he was not "trying" to steal the spotlight from Michaels, but that he was going to "take it".[5][6] Michaels responded by saying that he knew where Masters was coming from, which led to Michaels slapping Masters. The two then brawled, thus turning Michaels into an
The other predominant rivalry heading into the event was between Matt Hardy and Edge, a real life issue transformed into a storyline. At SummerSlam, Edge defeated Hardy after dropping him onto the top of a ring post. This caused Hardy to bleed heavily, which forced the referee to end the match and declare Edge the winner because Hardy could not continue.[14][15] The next night on Raw, Hardy had a match with Rob Conway, in which Conway pinned Hardy for the win.[5][6] After the match, Edge attacked Hardy.[5][6] On the August 29 episode of Raw, Edge and Hardy competed in a Street Fight. The match ended in a no-contest after Hardy and Edge brawled at the stage ramp. Hardy grabbed Edge by the side and threw both himself and Edge off the stage and into electrical equipment.[11]
The Divas rivalry heading into the event was between Ashley Massaro and the stable known as Vince's Devils. A week after winning the Diva Search, Massaro was attacked by Torrie Wilson and Candice Michelle, who were traded to Raw, after they pretended to congratulate her, turning both Torrie and Candice into heels.[16] After their villainous turns, Torrie and Candice aligned with Victoria to form Vince's Devils, and the trio spent weeks tormenting her, which included Massaro suffering a pair of losses to Victoria and Torrie.[17][18] On the September 12 edition of Raw, Trish Stratus returned from injury and helped Massaro fight off the Devils, leading to the announcement that Torrie and Victoria would face Massaro and Stratus at Unforgiven.[19]