Ethiopian runner Etenesh Diro - one of the favourites in the women's 3000m steeplechase - was sitting comfortably in first place about two-thirds into her heat at the Olympics when disaster struck.
Her heel was clipped by a falling opponent, sending her tumbling to the ground and removing her right shoe.
The 25-year-old stood and quickly tried to put it back on her foot, but the laces were tied tight and with no time to spare she cast it aside.
Realising she'd have a better chance of running barefoot, her sock went too - and the African set about attempting to fight her way back into a race where only the first three placegetters were guaranteed of progressing to the final.
To say the crowd at Rio's Maracana Stadium got behind her was an understatement.