The upcoming hottest sneaker store is coming to the heart of New York City in September. UP NYC will possess a theme that has never been duplicated before. While providing you with the best customer service and the ability to provide to everyone that walks in our front door. UP NYC is the first retail store owned by sneaker fanatic and hip hop legend, Fat Joe, alongside partner, Scotty Spina, from New Jersey. Scotty, from New Jersey is well known in the sneaker community.