Burn Rubber

New Owners Give Old Sneaker Shop a Makeover

Royal Oak, MI, (date) 2007- Question: What happens when a tap dancer and a rapper collaborate for business? Answer: A rejuvenated sneaker shop, of course! Since February 14th, 2007, the new owners of the shop, still named Burn Rubber, have begun stocking the shelves with exclusive sneakers, t-shirts and accessories in effort to fill a lacking street wear market in metro Detroit.

The new owners, Rick Williams and Roland “Ro” Coit, each with his own keen eye for stylish street wear and sneakers have joined forces to recreate a hot spot for “sneakerheads” to both buy merchandise and hang out with like-minded folk. Williams applies his marketing degree and experience as former manager at popular corporate chain store Finish Line to his new business. As a professional tap dancer and self-proclaimed sneakerhead, Williams has a great passion for shoes, from noisy tap styles to bright rubber-soled sneakers, resulting in a well-rounded sense for fashion and function.

Coit, a Detroit-based hip-hop artist/ DJ and long-time sneaker lover, took the sales and service skills he acquired from his former position at one of Michigan's largest independent sneaker stores. As a performer, Coit recognizes the importance in originality and being unique whether one is on stage or in the street. “People in this (sneaker) culture hate commercialism” Coit says, which is why he and his partner have begun to take Burn Rubber to a new level.

While the 680 square foot shop may be small in size, the response to the exclusive product lines and store additions has been huge. Fresh, new company accounts are added almost daily. Burn Rubber boasts Nike's Indie Energy and Quick Strike accounts- ultra limited releases available only at the finest stores- featuring extra exclusive Air Force Ones and Dunks to Air Maxes and Court Forces. Other elite accounts include Adidas, Converse, Puma, and New Balance Tier 1.

The new owners are excited to introduce clothing to the store. Ask any sneaker enthusiast and you're bound to learn the importance of a coordinating tee shirt with a fresh pair of kicks. Burn Rubber offers bright print and bold design t-shirts from 10 Deep, Leroy Jenkins, Dirty Milk, Sound In Color, Diamond Supply, Crooks & Castles, Scifen and Mishka. Burn Rubber also began selling their own printed tees branded Sneaker Headz, like their popular “Got Kicks?” and “Friends Don't Let Friends Rock Fake Kicks” styles.

To continue with the hip street feel, the shop recently welcomed local artist Donovan to paint a bright grafitti-inspired mural on one of the store walls. The shop interior also shows off canvas paintings from local artists- many of the pieces sneaker-oriented, which are also for sale. “Who are we to deny the streets?” Williams asks, rhetorically. His question is more of a statement as he looks around his shop, tends to a diverse group of customers from a 14-year old suburban kid to a thirty-something city dweller. They both want to play the Nintendo (old school NES) set up in the back while talking sneakers and listening to hip-hop. “We're humble cats here. We listen to our customer” Williams says, “It's not just a store but a hangout, we just kick it.”