From Adam Graham of The Detroit News – Detroit Rubber,” the Eminem-produced Web series that documents the ins and outs of Royal Oak sneaker boutique Burn Rubber, premiered online Tuesday morning.
The six-episode series, which unfolds in 10-minute installments, follows Burn Rubber owners Rick Williams and Roland “Ro” Coit through their daily lives as they operate the store that draws in sneakerheads from throughout the area. While filming last fall, cameras followed Williams and Coit for long, 16-hour days during a two-week period.
A new episode will premiere on Loud’s YouTube channel, YouTube.com/Loud, each Tuesday.
The first episode features appearances from Eminem, who is producing the series through his Shady Films, and Detroit Tigers’ first baseman Prince Fielder. In the episode, Fielder seeks out a very rare pair of Eminem-branded Nike Air Jordan IVs. Other episodes feature Detroit notables such as Big Sean, Mike Posner, Royce da 5’9″ and Denaun Porter.
Williams sees the show as an inspirational tale about two friends who made it. “Ro and I didn’t come from money,” he says. “People can watch this and see they have the opportunity to do what we do.”
He says “Detroit Rubber” captures the day-to-day trials and tribulations of running a small business. Coit, a rapper in his own right, performed the theme song.
Williams says he’s not sure if there will be a second season of “Detroit Rubber” — he’s game if the opportunity presents itself — but he’s pleased with how the show turned out.
“I’m proud of it,” Williams says. “We didn’t compromise our beliefs. We did it on our terms, and I’m happy with it.”