If you were watching TV in early 2001, you saw it. A neon-black jersey with three words that defied grammar and sports logic alike: He Hate Me. It wasn’t a name. It was a vibe.
Rod Smart didn't just play for the Las Vegas Outlaws; he became the face of Vince McMahon’s chaotic, short-lived XFL. Most guys in that league were just trying to get back to the NFL. They used their real names. They kept their heads down. Not Rod. He saw a chance to be a character, like a WWE wrestler with a chin strap.
Why Did He Choose the Name?
Honestly, the story is simpler than people think. Rod didn't sit in a marketing meeting. He didn't hire a consultant. He just looked at how his opponents reacted when he burned them on the field.
Basically, he figured that if he was doing his job right, the guy across from him would be miserable. After a big play, he’d point and say, "He hate me." It was his way of saying he was winning the psychological war.
"After I win, he's gonna hate me," Smart once told the Milwaukee Journal Sentinel. "It came from the heart."
But it went deeper than just trash talk. Smart felt like he was constantly being overlooked. He felt like his coaches in Vegas were playing guys he was better than. To him, the phrase was a defense mechanism. It was a way to process the feeling that the world was rooting against him—even his own family at times, according to some of his older interviews.
The Jersey That Broke the Internet (Before the Internet Was Ready)
The XFL was a mess, but that jersey was a gold mine. It was the league's best seller by a mile.
When the Outlaws played the Los Angeles Xtreme, the rivalry got petty in the best way possible. Two Xtreme players, Ryan Sitkowski and Shante Carver, actually put "I Hate He" and "I Hate He Too" on their jerseys. Later, they changed them to "Still Hate He." It was ridiculous. It was gimmicky. And it worked.
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While the rest of the XFL was bleeding viewers and heading toward a $35 million loss for NBC, Rod Smart was becoming a household name. He wasn't just a meme, though. He finished second in the league in rushing with 555 yards. He proved he could actually play the game, which is the only reason he got a second look from the "No Fun League."
Making It to the Big Stage
Most people think Rod Smart disappeared when the XFL folded after one season. That's a total myth.
He actually had a legit NFL career. He spent four years with the Carolina Panthers (2002–2005) and even had a cup of coffee with the Philadelphia Eagles. He wasn't a starting running back, but he was a special teams demon.
In 2003, he returned a kickoff 100 yards for a touchdown against the New Orleans Saints. That same year, he played in Super Bowl XXXVIII. Think about that for a second. The guy with the "He Hate Me" jersey was on the field against Tom Brady and the New England Patriots in the biggest game on earth. He returned four punts for 74 yards in that Super Bowl.
He wasn't a joke. He was an athlete.
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What Really Happened with the 2019 Disappearance?
In June 2019, the mood around Rod Smart turned dark. News broke that he had gone missing in South Carolina.
The Lancaster County Sheriff’s Office labeled him "missing and endangered." For six days, nobody knew where he was. Given the mounting concerns over CTE and the mental health struggles of former NFL players, the football world was terrified.
Thankfully, he was found safe. The family kept the details private—as they should—but the scare served as a reminder that the "He Hate Me" persona was just a mask worn by a real person dealing with real-life pressures.
Where is Rod Smart Now?
Rod is mostly out of the spotlight these days. He moved back to the Charlotte area and has spent time working as a personal trainer and a high school guidance counselor. He’s also done some motivational speaking.
He hasn't tried to milk the "He Hate Me" brand for every last cent, though he still signs autographs with the nickname. He seems content being Rod Smart, the guy who once convinced the world that being hated was the ultimate sign of success.
Key Takeaways from the Rod Smart Story
- The Nickname was a Tool: It wasn't just a joke; it was a way to get noticed by NFL scouts when he was stuck in a developmental league.
- Special Teams Pro: His NFL longevity came from his grit on kick coverage, not just his XFL fame.
- Mental Health Matters: The 2019 incident highlighted the need for better support systems for retired athletes transitioning out of the limelight.
If you’re looking to apply the "He Hate Me" mindset to your own life or business, the lesson is clear: don't be afraid to be a "character" if it helps you stand out in a crowded room. Just make sure you have the skills to back up the talk when the lights get bright.
Check out the official NFL archives or old XFL highlight reels to see Smart in action—his speed on special teams was genuinely elite for that era. For those interested in the history of the league, the ESPN 30 for 30 documentary This Was the XFL gives a great look at how Rod became the only real star of that first experiment.
Next Steps to Explore:
- Watch the "This Was the XFL" documentary for original footage of Rod’s "He Hate Me" promos.
- Research the 2003 Carolina Panthers season to see how Smart’s special teams play helped them reach the Super Bowl.
- Look up current player-chosen nicknames in the modern UFL to see how Rod Smart’s legacy lives on in spring football.