He then had a feud with Ravishing Rick Rude and his manager Bobby "The Brain" Heenan, who began a gimmick of selecting a woman from the crowd to kiss after each match. On the April 23, 1988 edition of "WWF Superstars of Wrestling", Rude chose Roberts' real-life wife Cheryl, who refused the kiss and revealed that she was in fact the wife of Jake "The Snake". After Rude began insulting Roberts, Cheryl slapped him, angering Rude before Roberts ran out for the save. This began a heated feud throughout the summer of 1988, which escalated after Rude began wearing a pair of tights emblazoned with a visage of Mrs. Roberts, which an irate Roberts tore off.