In 1969, Monsoon became a babyface, befriending his former arch-rival when Sammartino rescued him from an attack by "Crazy" Luke Graham. The stage was set for Monsoon to become a fan favorite of the 1970s and feud with top heels of the decade, including champion Superstar Billy Graham. He turned heel for a short time in 1977 and feuded with André the Giant, and the two engaged in a special boxing match in Puerto Rico (where Monsoon owned stock in the territory), with André winning the match.