Eminem Partners with Online Resale Company in Detroit


Detroit-based StockX, an online consumer platform for high-demand, limited edition products, is partnering with Detroit native Eminem to create exclusive content and access to sneakers from the hip-hop artist’s personal collection.

“Sneakers have always been a huge interest of mine, for at least as long as I’ve been rapping, and I’m proud of the fact that I’ve had so many collaborations with Nike and Jordan Brand,” Eminem says. “I really like the fact that sneakers are a big part of what StockX is doing. When I found out that they happen to be doing it from downtown Detroit, it made even more sense to get involved.”

StockX is a live online marketplace that allows buyers to place bids, sellers to place asks, and execute a trade when the seller’s ask price meets a buyer’s bid.

StockX, which launched in February, was co-founded by Josh Luber, who serves as the company’s CEO, and Dan Gilbert, founder and chairman of Detroit-based Quicken Loans.

As part of the partnership, Eminem and longtime manager Paul Rosenberg will also be investing in the platform, which is targeting the sneaker reseal market.

Company officials say Eminem is the first of what is expected to be several high profile investors.

“StockX is already proving that a ‘stock market of things’ is a viable and better way to both buy and sell certain product categories,” Luber says. “Eminem’s partnership is particularly meaningful in that he’s a true sneakerhead who genuinely understands the market and is excited to help grow the community.  Beyond that, he’s created one of the worlds’ iconic brands, so it’s an honor to have him and Paul as both investors and strategic partners.”

To kick off the partnership, StockX will offer individuals who participate in a sneaker trade or refer a new participant the chance to enter a giveaway promotion.

For more information on the promotion, click here.