After failing to win over fans as a face, Rocky Maivia turned heel while joining the Nation of Domination and renamed himself The Rock, an egoistic jock who referred to himself in third person and called himself the people's champion despite people booing him at the time. As a member of the Nation of Domination, The Rock won the Intercontinental Championship, and his popularity began to catch on with the fans. After the Nation of Domination disbanded the Rock turned face while battling Vince McMahon and The Corporation in a lengthy feud, but during Survivor Series 1998 he turned heel again by winning his first WWF Championship in a controversial screw job against Mankind with the help of Vince McMahon, revealing that he was working with The Corporation all along. After winning the WWF Championship he officially joined Vince McMahon's Corporation as the crown jewel of the WWF, abandoning his previous moniker as the people's champion, he began to be known as the corporate champion. As a member of the Corporation, The Rock's persona changed yet again, to an even more villainous and callous attitude, where he would insult the fans on a regular basis, commonly calling them "trailer park trash". The Rock during this time was also known for his lavish lifestyle, commonly wearing expensive sunglasses, and shirts. The Rock would go on a lengthy feud with Mankind, which is considered to be one of the best feuds of the Attitude Era. Battling him in a number of high profile matches, including the infamous "I Quit" match at the 1999 Royal Rumble. Despite being a heel, fans began cheering him for his engaging promos, in-ring ability and his popular catchphrases. This resulted in The Rock gaining a huge fan base. His popularity continued to grow despite attempts to make him the company's top heel, and eventually he was turned face. During this time he became the only individual to rival Austin in popularity during the Attitude Era.