. >> the unexpected decision changed everything for apl which stands for athletic propulsion labs. brothers new they upped the game with technical innovation and athletic footwear but the plan hinged on getting well known players to wear them on the hardwood. >> we wanted to create products for high level athletes but because of the nba ban, it made it so that wasn't possible for them to wear the product. >> the game suddenly had changed and they needed to act fast with a new plan. >> the first priority, they needed a positive spin to the story. so they hired a pr team. >> i said i thinwee a pretty b story and don't know what to do. we put out a press release. >> overnight it became the ban heard around the world. >> a million articles posted in ten days. instead of having to go to somebody and say we need you to endorse our product, the greatest basketball league in the world and most prominent said they are too good to be worn in our league and puts the wearers at the competitive advantage over their opponents if they are wearing our products. >>> adam and ryan quickly overcame th