Eminem Bows Detroit Rubber Reality Series

BURNING RUBBER: Detroit Rubber, a reality series executive produced by Eminem and Paul Rosenberg that follows Rick Williams and Roland “Ro” Coit, owners of Burn Rubber, the city’s preeminent sneaker shop as they attempt to balance family life with their growing business in a tough economic climate, premiering tonight on ex-NBC President Ben Silverman’s online LOUD network at www.youtube.com/Loud. "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." Friends and self-proclaimed "sneakerheads," Williams and Coit were first-time business owners when they purchased the Royal Oak, MI-based Burn Rubber from its previous owner back in 2007. Since then the store become not only a staple in Detroit's sneaker and streetwear culture, but is known internationally as a top shopping destination for those seeking hard-to-find shoes. The show is a joint venture between Silverman and Drew Buckley's Electus and Shady Films's Eminem and Rosenberg. (1/29p)