In December 1990, Rhodes defeated Ted Di Biase in a televised ten-minute challenge match.
On January 19, 1991 at the Royal Rumble, Rhodes and his father Dusty lost to Ted Di Biase and Virgil in a tag team bout, and left immediately after.
In January 1993, Rhodes won the WCW United States Heavyweight Championship.
In the same month, he began a lengthy feud with Rick Rude that lasted until August.
In World Wrestling Federation / Entertainment, he is a three-time Intercontinental Champion, a seven-time Hardcore Champion, and a one-time World Tag Team Champion.
Rhodes debuted as a fan favorite in the World Wrestling Federation in late 1990, wrestling as Dustin Rhodes.
This match also marked the debut of his valet, Marlena, portrayed by his then-wife Terri.In February 1991, Rhodes joined World Championship Wrestling, wrestling as "The Natural" Dustin Rhodes.He feuded with Larry Zbyszko until April 1991, when he refused to join Alexandra York's York Foundation, thus beginning a feud with Foundation member Terrence Taylor.In May 1997, Goldust revealed his identity as Dustin Runnels, the son of Dusty Rhodes.In the summer and fall of that year, he joined other wrestlers in their conflict with The Hart Foundation, feuding in particular with Brian Pillman, to who he lost the services of Marlena for thirty days.