This is the story of an ad campaign produced.

I'm Roman Mars. This is the story of an ad campaign produced for the 1992 Olympic Games in Barcelona.

Perennial runner-up in the sport shoe category, Reebok, was trying to make its mark and take down Nike.

They chose two athletes, they plucked them out of obscurity, gave

them reboxed aware, and turned them into household names, spending 25 million dollars in the

process. That was more than rebox's entire marketing budget the process. That was more than Reebok's entire marketing budget the previous year.

This ad campaign is pretty much remembered as a disaster for Reebok, but it created From Nothing,

an epic drama that pitted two world-class

to Catholics against each other and it resulted in so many strange twists and turns

all because someone thought it was a clever way to sell shoes.

I love this story.

This is the first episode of 30 for 30 podcast,

which are original audio documentaries from ESPN.

These are stories about sports, but they're the sports stories that I like that delve into their

impact on culture, politics, and more. Here's host Jody Avergan to guide you

through the trials of Dan and Dave. So I had a

live at the Metrodome in the Twin Cities of Minneapolis and St. Paul,

Super Bowl Number 26.

So I had a party at my apartment,

and I got the six foot subway sub.

That was the centerpiece, was the six foot sub.

And I, you know, because I had a little money

...