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If you’ve been wondering what the real Slim Shady has been up to, wonder no more. Eminem has been developing a new six part web series titled “Detroit Rubber” which follows Rick Williams and Roland “Ro” Coit of the Burn Rubber sneaker store in Detroit.

Rick Williams and Roland “Ro” Coit are the pre-eminent sneakerheads in Detroit and owners of the premier Burn Rubber sneaker shop in the area. Since they took over the store in 2007, Rick and Ro face challenges every day as they grow Burn Rubber into a worldwide lifestyle brand, but nothing compares to their ambitions today:  opening their second location and a brand new lifestyle brand, two/eighteen.

As with other reality series based on businesses, we get the behind the scenes look at the hilarious day to day operations of Burn Rubber. watch the drama unfold as the guys hustle to keep the ship afloat, managing a crazy cast of characters while maintaining their clout in Detroit hip hop culture.

It takes a village to find the right pair of shoes for a professional athlete making a seemingly impossible request, but Ro and Rick are on the job!

Eminem Directs Sneakerhead Reality Show “Detroit Rubber”