Today marks the launch of Detroit Rubber, a new reality show produced by, amongst others, Eminem and his Shady Films. The YouTube-exclusive program follows sneakerheads Rick Williams (who made our “Most Influential People in Sneakers” list last year) and Roland “Ro” Coit,” owners of Detroit shoe store Burn Rubber. The show will feature appearances from some of the store’s more famous customers including Big Sean, Royce Da 5’9” and Mr. Porter.

Said Eminem of the project, "The guys from Burn Rubber represent what Detroit Hustle is all about: passion, pride and hard work. We’re excited to show the world what they’ve created here in The D." Check out episode one above and catch the rest on the LOUD YouTube channel.