Distinct Lifestyle manufacturer to rejoice Juneteenth with new store and sneaker

Husband and spouse duo Rick and Yolanda Williams — who grew to become community celebs when Rick, as an owner of Burn off Rubber, a sneaker store in Royal Oak, was featured in a truth website Television series — are now opening their very own retailer in Detroit. 

The retailer, which opens Saturday, coinciding with Detroit Juneteenth celebrations, is an offshoot of the Williamses’  Distinctive Everyday living business, a innovative agency the Southfield couple started in  2010 that helps produce brands in quite a few creative avenues like audio, shoe style and design, artwork and additional.

The couple who, over the years, have had partnerships with Comedy Central, Beats by Dre, Puma, Adidas, Reebok and New Stability, also are releasing a new sneaker line. 

DISTINCT LIFE Founder Rick Williams and his wife Yolanda Williams speak during the artist talk and album listening party for THE geezyTH Experiment (TgE) he recorded with supplied beats and collaborations from some of Detroit's hip-hop legends, sound engineers and producers at the Spot Lite in Detroit on June 14, 2021. Williams, who goes by geezyTH, created the album showcasing his freestyle tap dancing over the instrumentals. The event also coincided with his Puma collection and a fine-art print series that accompanied the album.

 The shoe release bash showcasing their Distinct Life X Inspire Puma Assortment is a day prior to the retailer grand opening and is a continuation of their Burn up Rubber days.

“Detroit Rubber,” a weekly reality clearly show developed by Eminem and Paul Rosenberg, appeared on YouTube in 2013 and featured Rick Williams and his then husband or wife Roland Colt as they built their sneaker small business immediately after the Good Recession.