Sitting Bull was known to white Americans before the battle of the Little Bighorn, and was even mentioned periodically in newspapers published in New York City. He became known as the leader of the Indian resistance to the invasions of the Black Hills, and in the weeks following the loss of Custer and his command, Sitting Bull's name was plastered across American newspapers.

The New York Times, on July 7, 1876, published a profile of Sitting Bull based, it was said, on an interview with a man named J.D.

Keller who had worked at the Indian reservation at Standing Rock. According to Keller, "His countenance is of an extremely savage type, betraying that bloodthirstiness and brutality for which he has long been notorious. He has the name of being one of the most successful scalpers in Indian country."

Other newspapers repeated a rumor that Sitting Bull had learned French from trappers as a child, and had somehow studied the tactics of Napoleon.

Regardless of what white Americans chose to believe, Sitting Bull had gained the respect of the various Sioux tribes, who gathered to follow him in the spring of 1876. When Custer arrived in the area, he did not expect that so many Indians had come together, inspired by Sitting Bull.

Following the death of Custer, soldiers flooded into the Black Hills, intent on capturing Sitting Bull. He managed to escape to Canada, along with family members and followers, but returned to the US and surrendered in 1881.

The government kept Sitting Bull isolated on a reservation, but in 1885 he was allowed to leave the reservation to join Buffalo Bill Cody's Wild West Show, a hugely popular attraction.

He was only a performer for a few months.

In 1890 he was arrested as the US government feared he was an instigator of the Ghost Dance, a religious movement among Indians. While in custody he was shot and killed.