Watch 'Detroit Rubber: The Search For Eminem Air Jordan IVs' (Ep. 1)
If you're a self-proclaimed sneakerhead, get ready to be put on to an essential new webseries.
Rick Williams and Roland "Ro" Coit run Burn Rubber—the premiere sneaker store in Detroit.
With their new webseries, Detroit Rubber, Rick and Ro try and turn the shop into a worldwide lifestyle brand. Watch as they open their second location, launch their two/eighteen lifestyle brand, and all the drama that unfolds in a world where sneaker culture and hip-hop is constantly colliding.
Peep Episode 1 below, where they help Detroit Tigers baseball player Prince Fielder get his hands on a pair of Eminem's extremely rare Encore Jordan IV's—with a little help from the man himself:
