Rod Reilly, son of a millionaire steel tycoon Ed "Emerald" Reilly, was bored of his playboy lifestyle, so he decided to become a crime fighter. Assisted by Slugger Dunn, his ex-prize-fighter valet and best friend, Firebrand used his fighting prowess and skills with a lariat to fight crime. He also has vacuum cups for climbing the buildings in New York. He was engaged to Joan Rogers, a wealthy socialite.