Dennis Rodman says he built his personal brand without endorsements and corporate partnerships. The 58-year-old former NBA star is the subject of a new ESPN “30 for 30” documentary, “Dennis Rodman: For Better or Worse.” (Sept. 10) AP

LOS ANGELES — As an intimate group of his friends and colleagues watched a special Hollywood screening of the ESPN “30 for 30” film “Rodman: For Better or Worse” Monday night,  himself was  contemplating life with a Cuban cigar outside the Los Angeles theater, admitting “I can’t watch it with other people.”

The retired NBA star, wild-haired celebrity and onetime unofficial North Korean peace ambassador, 58, plans to watch director Todd Kapostasy’s project this weekend. Still, he was confident of

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