In 1991, Windham continued teaming with Arn Anderson and Sid Vicious. Windham feuded with Brian Pillman in the spring of 1991, culminating in a taped fist match at SuperBrawl I: Return of the Rising Sun, which Windham won. As the middle of the year approached, controversy erupted in the WCW (which had withdrawn from the NWA and declared its own World Champions) when WCW World Heavyweight Champion, Ric Flair, was fired by the company, causing the title to be vacant. Windham was then elevated to the number 2 contender spot and faced Lex Luger in a steel cage match to declare the new champion. At The Great American Bash 1991, Windham lost the match to Luger in a double turn as Luger became the top bad guy of WCW and Windham becoming one of the most popular, due to Luger's cheating tactics and his involvement with heel manager Harley Race. This, and Windham's dogged determination to win the belt after years as a perennial upper-mid carder got Windham over in terms of popularity with the fans again despite still not winning the world championship. It's rumored that Flair was going to drop the title to Windham at a TV taping in Columbus, Georgia, but was fired before it could happen.