Electus and Shady Films have announced the launch of Detroit Rubber, a reality series that follows Rick Williams and Roland “Ro” Coit, owners of the Burn Rubber sneaker shop as they attempt to balance family life with their growing business in Michigan’s tough economic climate. Executive produced by Eminem and Paul Rosenberg for Shady Films and Ben Silverman and Drew Buckley for Electus, Detroit Rubber premieres January 29th.

“The guys from Burn Rubber represent what Detroit Hustle is all about: passion, pride and hard work,” says Eminem. “We’re excited to show the world what they’ve created here in The D.”

If you want to learn more about the Burn Rubber store please visit their website.

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