Produced by Eminem and Shady Films, Detroit Rubber is the new online reality show which follows sneakerheads and owners of the Burn Rubber Detroit sneaker store, Rick Williams and Roland “Ro” Coit. The six-part series documents the hustle, the drama and the hilarity of their day-to-day business duties, plans to open a second store and establish a lifestyle brand, and having to cater to local high profile customers. In this premiere episode, Rick and Ro have to hunt down a pair of the Jordan IV Eminem Encores for Prince Fielder of the Detroit Tigers, when they get a helping hand from a certain famous face.

You can watch it below and catch the rest of the series on LOUD’s YouTube channel.

Watch episode one of Detroit Rubber after the jump…

(props to Complex)

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