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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.

CLICK HERE TO WATCH FIRST EPISODE

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