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Harvey Firestone races to innovation against a crosstown rival as they both bet big on bringing car tires to the nation; as sworn enemies, they'll create two of the most famous brand names in America, introduce new technology and more.

The Mega-Brands That Built America

Reinventing the Wheel

Before toilet paper, Americans used just about anything, until the Scott brothers turn a mistake into an opportunity and invent the toilet paper roll.

Wipe Out the Competition

Levi Strauss partners with a tailor who makes a groundbreaking discovery during the Gold Rush; sparking a blue jean boom and rivalry between two companies that spans generations and builds a billion-dollar industry.

Pants on Fire

American cars get a makeover when an engineer creates the first sports car. And Detroit's Big 3 begin transforming their functional, practical cars into American sports cars, hot rods and muscle cars in an arms race to make the fastest, most powerful cars the country has ever seen.

Fight for the Fast Lane

An underdog breaks the mold by creating instant photography, revolutionizing how we take photos; and it kicks off a war of innovation between two iconic companies battling to be the number one camera brand in the country.

Photo Bombs

To simplify tedious office tasks in the mid-20th century, one unknown company introduces the world's first photocopier; it becomes a household name, which kicks off a rivalry between two brands.

Rise of the Office Machines

Family-owned hardware stores become behemoth brands who battle it out taking big risks, ushering in new innovations and betting it all in a race to become the number one hardware store chain in America.

Hardware Warfare

An ambitious upstart leaves Wall Street to start an internet store that becomes a global empire; a young computer programmer revolutionizes the way we buy and sell online, creating rival multibillion-dollar brands that become household names.

Rise of the Internet Empires

Three American retail icons are born within months of each other in 1962, sparking a rivalry for the ages.

The Retail Reckoning

The biggest names in computers go head-to-head in a race to create the first portable computers; through failures, alliances and the return of an American icon, they'll usher in their first ever handheld device.

The World in Your Palm

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The innovations, failures and incredible achievements of some of the most successful businesses in history, from megastores like Costco and Walmart to shipping giants like FedEx and UPS, that forever changed the way Americans live.

S3 E2 | The Retail Reckoning