In 2003, Styles began focusing on the NWA World Heavyweight Championship when, after defeating David Flair on January 15 to become the number one contender, he recruited the help of Larry Zbyszko and associated himself with Vince Russo's Sports Entertainment Xtreme (S.E.X.) stable. Styles faced NWA World Heavyweight Champion Jeff Jarrett on February 19, but was defeated. In the course of the match, Styles became a fan favorite, attacking S.E.X. as they tried to interfere on his behalf because he did not want to win in that manner. Styles briefly teamed with D'Lo Brown, but disbanded for their world title aspirations, challenging each other on June 4 in a number one contendership match which was won by Styles. Styles defeated Jarrett and Raven in a three-way match for the NWA World Heavyweight Championship (becoming the first TNA Triple Crown winner in the process) on June 11 with assistance from Russo, thus turning heel in the process. Throughout July 2003, Styles successfully defended the title in matches against D'Lo Brown and a myriad selection of opponents before dropping the title back to Jarrett on October 22. Following his loss, Styles reverted to being a fan favorite while Jarrett became a villain. On November 12, he teamed with Sting to defeat Lex Luger and Jeff Jarrett, though his bid for the title on December 3 was unsuccessful due to interference from Kid Kash.