“Detroit Rubber” is a weekly reality series about a sneaker shop in Detroit. It launched Tuesday on YouTube’s Loud Channel and has Eminem serving as co-producer.
The show looks at Rick Williams and Roland “Ro” Coit as they struggle to maintain a business in a Michigan economy that lost 860,000 jobs in the decade leading up to the recession. The shop doubles as a hangout for rising hip-hop stars who show up in the series.
Eminem said: “The guys from Burn Rubber represent what Detroit Hustle is all about: passion, pride and hard work. We’re excited to show the world what they’ve created here in The D.” Upcoming episodes will include appearances from Big Sean, Mr. Porter, Royce Da 5’9 and Detroit Tigers first baseman Prince Fielder.