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The $20 Million Secret: Inside Fat Joe's UP NYC Sneaker Store And Its Controversial Rise

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For over two decades, rapper Joseph "Fat Joe" Cartagena has been one of hip-hop's most notorious sneaker connoisseurs, a reputation cemented by his collection of ultra-rare Player Exclusives (PEs) and his deep ties to Nike and Jordan Brand. His transition from a legendary collector to a retail mogul was marked by the 2016 launch of his own sneaker boutique, UP NYC (Uptown New York City), a venture that instantly became a pilgrimage site for New York sneakerheads. As of today, December 25, 2025, the store's legacy is a complex mix of celebrity fanfare, exclusive drops, and high-stakes legal drama that has rocked the industry. The story of UP NYC is a testament to the power of hip-hop and sneaker culture merging into a lucrative business model, but its journey has been far from smooth. Originally a single Harlem location, the brand has since expanded its footprint across the city, claiming three total locations, even as it navigates a massive, ongoing $20 million lawsuit involving serious allegations against the rap icon. This deep dive explores the store's origins, its unique selling proposition in the crowded NYC market, and the controversies that keep it in the headlines.

The Man Behind the Empire: Fat Joe's Sneaker Biography

The success of UP NYC is inextricably linked to the personal brand and storied history of its founder, Joseph "Fat Joe" Cartagena.

  • Full Name: Joseph Antonio Cartagena
  • Known As: Fat Joe, Joey Crack
  • Born: August 19, 1970, in The Bronx, New York City
  • Ethnicity: Cuban and Puerto Rican descent
  • Career: Rapper, Producer, Actor, Entrepreneur
  • Record Label: Founder of Terror Squad Entertainment
  • Key Hits: "Lean Back," "What's Luv?," "All the Way Up"
  • Sneaker Status: One of the most famous celebrity sneaker collectors, known for owning an extensive collection of Air Jordan Player Exclusives (PEs).
  • Retail Venture: Founder and owner of UP NYC (Uptown New York City) sneaker boutique.
  • Notable Collaborations: Released the official "Terror Squad" Nike Air Force 1 Low to the public after years of the design existing only as a PE.

Fat Joe’s credibility in the sneaker world is unmatched, largely due to his long-standing relationship with Nike and Jordan Brand, which reportedly began over 13 years ago. This connection is why he possesses some of the rarest kicks on earth, including customized pairs like the Eminem Air Jordan 4s, and why he was granted permission by Michael Jordan himself to open a store that would sell retro Jordans—a rare feat in the industry.

The Launch and Expansion of UP NYC: A New York Sneaker Mecca

UP NYC first opened its doors on November 5, 2016, at its flagship location in Washington Heights, Harlem, located at 3806 Broadway. The grand opening was an event of major celebrity fanfare, with fellow rap stars like 50 Cent and N.O.R.E. in attendance, instantly establishing the store as a cultural landmark.

The store's initial concept, co-founded with business partner Scotty Kickz, was simple yet powerful: to bring the rarest, hottest, and most exclusive sneakers to Uptown NYC, an area often overlooked by major downtown sneaker boutiques.

A Focus on Exclusivity and Rare Drops

UP NYC quickly became known for its inventory, especially its focus on Air Jordan restocks and highly sought-after retro Jordans. Unlike general release stores, UP NYC positioned itself as a destination for collectors looking for exclusive drops and limited-edition runs. This focus on exclusivity is a direct reflection of Fat Joe's personal taste and access within the industry. The store’s name, "UP NYC," is a nod to his hit song, "All the Way Up," and his commitment to the Uptown New York community.

The Three-Location Footprint

A significant, more recent development is the brand's expansion. While the original location was in Harlem, by 2023/2024, the UP NYC website confirmed it had grown to three locations across New York City. One of these new locations is reportedly in Mott Haven, The Bronx, bringing the brand back to Fat Joe’s hometown. This expansion proves the retail model is thriving, extending the brand's influence beyond its original Washington Heights base and solidifying its presence in the competitive NYC sneaker scene.

The $20 Million Lawsuit and Allegations of Marked-Up Prices

Despite its retail success and celebrity backing, UP NYC and Fat Joe have recently been thrust into a major controversy. In a lawsuit filed by his former hype-man, Terrance "T.A." Dixon, the rapper is facing a $20 million legal battle involving a host of serious allegations.

Allegations of Fraud and Exploitation

The lawsuit, which gained significant media attention in mid-2025, includes claims that Fat Joe used UP NYC to sell early sneaker releases for "marked-up prices." While the core of the lawsuit involves much more serious allegations of exploitation, fraud, and personal misconduct, the specific mention of the sneaker store and its pricing practices has cast a shadow over the business’s operations.

Fat Joe has vehemently denied all claims, publicly calling them "disgusting lies" and a $20 million "extortion" attempt. The legal proceedings are ongoing, making this a crucial and sensitive entity that defines the current narrative around the UP NYC brand. For sneaker enthusiasts, the core issue of "marked-up prices" touches on the long-running debate within sneaker culture about resale and accessibility of exclusive shoes.

Fat Joe’s Terror Squad Legacy and the Store’s Cultural Impact

The true draw of UP NYC is its direct link to Fat Joe's legendary status, especially his affiliation with the Terror Squad crew. For years, the only way to get a pair of the iconic "Terror Squad" Nike Air Force 1s was to be a close friend or family member of Joe. These were the ultimate Player Exclusive (PE) sneakers—shoes that existed exclusively for the Terror Squad.

In a major win for the sneaker community, Fat Joe finally released the official "Terror Squad" Air Force 1s to the public, a move that directly ties his personal legacy to the retail market. This transition from highly restricted PE to public release symbolizes the store's mission: to bring a piece of hip-hop and sneaker royalty to the masses. The store itself is a museum of this culture, often featuring displays and drops that celebrate the history of hip-hop and the Air Jordan lineage.

Key Entities and Topical Authority:

  • UP NYC (Uptown New York City)
  • Joseph "Fat Joe" Cartagena
  • Terror Squad Entertainment
  • Air Jordan Brand
  • Nike Collaborations
  • Player Exclusives (PEs)
  • Washington Heights, Harlem
  • Mott Haven, The Bronx
  • Michael Jordan
  • 50 Cent & N.O.R.E. (Celebrity Fanfare)
  • Terrance "T.A." Dixon (Lawsuit)
  • Retro Jordans
  • Sneaker Boutique Model
  • NYC Sneaker Scene
  • Eminem Air Jordan 4s
  • Scotty Kickz (Co-founder)
  • Exclusive Sneaker Drops
  • Marked-Up Prices Controversy
  • Hip-Hop Culture
  • Sneakerhead Community
The $20 Million Secret: Inside Fat Joe's UP NYC Sneaker Store and Its Controversial Rise
fat joe sneaker store
fat joe sneaker store

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