Detroit Rubber a Eminem-produced web series about Rick Williams and Roland "Ro" Coit the pre-eminent sneaker heads in Detroit and owners of the premier sneaker shop in the area, Burn Rubber. 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. 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.
Eminem, along with his Shady Records company and his manager Paul
Rosenberg, joined forces with production studio Electrus founder Ben
Silverman for the new web series.