This is the inside story of the Costacos brothers and their poster making empire. Together they created one of the most influential and unique businesses in the history of sports marketing. Its lasting impact eventually would extend all the way to a New York City art gallery, where, 25 years later, those posters were viewed as art and sold for thousands.
The posters were not only distinctive because of their originality - marrying pop culture and sports during an era of affluence when athletes were marketed as icons - many of them also projected a nuanced yet important image of athletes not as caricatures, but as men worthy of superhero status. Suddenly every major athlete of the era wanted to appear in a Costacos poster.