In 2003, Dr. Naif Al-Mutawa — Kuwaiti psychologist, graduate of Columbia Business School and father of four young boys — had an idea: create a comic book series with roots in Islam and Islamic culture. Al-Mutawa came up with the concept of The 99: a team of superheroes, each one exemplifying one of the 99 attributes of Allah. His motivations were both entrepreneurial and idealistic — The 99 would exemplify the Islamic virtues of compassion, understanding, and tolerance – qualities not often associated with Islam by the West. Within the Islamic world, Al-Mutawa hoped these new role models would counter the growing tide of political and religious extremism. But when the Kuwaiti psychologist launches a comic series with 99 superheroes based on the 99 virtues of Allah, he runs up against suspicion from Muslims and the harsh realities of the global marketplace.