John Cena’s celebrity status outside of the wrestling world seems to still be increasing, as a Hollywood research firm recently said that the WWE Heavyweight Champ was the fifth most-sought-after celebrity in 2008. Miley Cyrus, The Jonas Brothers and Zac Efron were also in the top 5. Cena was ahead of Britney Spears, Paris Hilton and Angelina Jolie. Cena continues to act as the public face of WWE, speaking exactly what Vince McMahon wants him to say in order to convey his vision of the WWE brand to the world.
Cena's merchandise numbers for 2008 were the best of anyone in the history of the company with the exception of "Stone Cold" Steve Austin during his peak years and Hulk Hogan in the 1980s.
source: wrestleview.com

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