Watch 'Detroit Rubber: The Search For Eminem Air Jordan IVs' (Ep. 1)
If you're a self-proclai
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:
