The meteoric rise of a Motorsports empire. Dirty Mo Media and The Dale Jr. Download present a special look behind the curtain of Dale Earnhardt Inc, as told by drivers and key members of the team. This episode focuses on the growth of Dale Earnhardt's racing team from a part-time effort in the NASCAR Xfinity Series to a winning three-car team in NASCAR's elite Cup Series. Drivers Ron Hornaday Jr., Steve Park and Michael Waltrip share their experiences in getting to know the Intimidator and how he pulled them under his wing and into DEI.

One of the key members of Earnhardt's team, was Ty Norris. Norris wore several hats at DEI, but we learn his most important was being one of Dale Earnhardt's top "lieutenants." Norris shares how Dale Earnhardt took him from a public relations position to helping him operate his beloved race team.

Steve Park was plucked from the open-wheeled Modified ranks of the northeast to be the driver to build the program around. After some time seasoning, Park was Earnhardt's choice to race in the Cup level. This paved the way for Dale Earnhardt Jr. We learn that his first opportunity came on a suggestion from his uncle, the late Danny Earnhardt Sr. Dale Jr. proved he was a winner and joined Park. The trinity was completed with the arrival of Michael Waltrip who was tabbed to pilot the NAPA Auto Parts ride.

The formation of a third Cup team didn't come without sacrifices. Ron Hornaday Jr. describes how he was let go, in an unorthodox meeting with Dale Earnhardt.

The vision for DEI was clear: get the best drivers, build the best cars, and do it all from within. 2001 was to be the start of a new era. Unfortunately, with the death of Dale Earnhardt in the season opening Daytona 500, the new era took on an even more significant meaning.