In August, Reigns began a feud with United States Champion Rusev, provoking a title match between the two at SummerSlam. At the event on August 21, Reigns and Rusev brawled before the match began, leading to the match being declared a no contest. In a rematch at Clash of Champions in September, Reigns would defeat Rusev to win the United States Championship, and retained the title against Rusev in a Hell in a Cell match at the titular event on October 30 to end their feud. At Survivor Series the following month, Reigns made up part of Team Raw alongside Braun Strowman, Chris Jericho, Kevin Owens and Seth Rollins, in a losing effort to Team SmackDown. At on December 18, Reigns faced Owens for the Universal Championship, but lost via disqualification when Chris Jericho attacked Owens to prevent Reigns from winning the match and the title. On the January 9, 2017 episode of "Raw", Reigns lost the United States Championship to Jericho in a handicap match also involving Owens ending his reign at 106 days.