New York City, NY – Don’t try to rack your brain around thinking of a moment when Fat Joe wasn’t a fresh-to-def rapper. There weren’t any. It’s been a long time coming but the Terror Squad captain has officially launched his new sneaker boutique with Scotty Spina, which is cleverly named UP NYC, a nod to his award-winning smash hit “All the Way Up.”
The new shop, located at 3806 Broadway, New York, NY, adds to the veteran Bronx rap star’s empire, as he calls it “the Guggenheim museum of sneakers. Joe, 46, has been renown as avid sneaker aficionado for some time now, with his most notable card-carrying moment came courtesy of his MTV Cribs episode where he shamelessly licked the bottom of some Olympic Air Jordan VII’s to hammer home the point he’s never worn them.
While the day undeniably belonged to Joey Crack, he didn’t have to celebrate it alone, as several of his famous rapping buddies came through to show their support. 50 Cent Snapchatted his good gestures heading up to the store and gave Don Cartegena a social media buzz while Noreaga, Smoke DZA, Statik Selektah, Dee of the Ruff Ryders, Fred The Godson, DJ EFN and his “All the Way Up” partner-in-rhyme, Remy Ma all kicked it inside the store.
Check out the flicks from the grand opening of UP NYC and 50 Cent’s Snapchat journey to the store down below.