Dennis Rodman’s Deal With $250 Million Worth Company Ahead of Christmas in 1996 Capped Off a Banner Year for ‘The Worm’

Brands in the late 90s would think twice before signing a deal with Dennis Rodman. Throughout his career, the Chicago Bulls legend had developed a ‘bad boy’ image for himself. As the name suggests, he started his NBA career with the ‘bad boys’ Detroit Pistons. However, the rebound king Rodman made 1996 count with a successful endorsement.

The Bull legend played an influential role in the second three-peat. He also shared a special bond with coach Phil Jackson because of their mutual interest in Native American culture. Rodman always had the team’s backing in spite of his unruly or rather flamboyant character.

Dennis Rodman and his successful off-court run

In a 1996 Chicago Tribune article, Dennis Rodman made it to the news for his impressive endorsement deal with the Eastman Kodak Co. ‘The Worm’ promoted Kodak’s then latest product ‘Kodak Advantrix’ cameras and films. The deal included five or six TV commercial spots broadcasted ahead of 1996 Christmas.

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Dennis Rodman was definitely an unlikely choice for a camera commercial but the producer J. Walter Thompson had his reasons. He said, “We wanted Rodman because watching a nice guy trying to be nice wouldn’t be funny“. The commercial had the concept where the ‘notorious’ Rodman tries to behave well to get his hands on the camera.

The article further considered the year 1996 as a successful year for the Bulls legend on the business front as he was set to make $8 Million after his Kodak deal.

Rodman in the last dance

The year 1998 was very crucial for the Bulls camp as they were heading towards their second threepeat and it was considered to be Phil Jackson’s last season as coach. The team began the campaign in the absence of Scottie Pippen. The Bulls considered him to be the second-best player. ‘Rodman’ stepped in to fill his shoes and supported Michael Jordan in the initial part of the regular season. After Pippen’s return, Rodman went on to do his usual business of defense and rebounds.

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Despite all the controversies surrounding Dennis Rodman, he always proved to be unbeatable on the court with his excellent rebound skills. Let us know your favorite Dennis Rodman moment in the comments.