The immediate success of "The Downward Spiral" established Nine Inch Nails as a reputable force in the 1990s. The band's image and musical style became so recognizable that a Gatorade commercial featured a remix of "Down in It" without their involvement. Reznor felt uncomfortable with the media hype and success the band earned, received false reports of his death, depression, and was falsely reported to have had a relationship with serial killer Jeffrey Dahmer, and was depicted as a sex icon due to his visual appearance. Nine Inch Nails received several honors, including Grammy Award nominations for Best Alternative Performance for "The Downward Spiral" and Best Rock Song for "Hurt". After the release of "The Downward Spiral", many bands such as Gravity Kills, Stabbing Westward, Filter, and Mötley Crüe made albums that imitated the sound of Nine Inch Nails.