It looks Fat Joe keeps going All The Way Up. The Hip- Hop crooner and Bronx legend has embarked on another successful business venture. The ‘All The Way Up’ rapper teamed up with the famed sneaker plug to the stars Scotty Kickz to open a Sneaker Store called Up NYC. The sneaker store located at 3806 Broadway had its grand opening this past Saturday and the turn out was such a success that it has its own story on Snapchat. There were many celebrities and fans alike to show support for the store’s grand opening. Up NYC is slated to have a wildy large inventory of sneakers that have been sold out in other stores and the receive their products directly from hot brands like Nike, Jordan, Puma, Timbaland and more. The shop also has a built in museum wall with sneakers from Fat Joe’s personal collection of sneakers, most of which have never been seen before.In a recent over the phone interview with Fuse TV’s own Esteban Serrano, Fat Joe stated why it was important to open this store.“We doing it for the community, just trying to do it right,” he says. “We really put our heart and soul into it…You also put the culture in there with the museum in the middle of the store, just giving ’em history.”See what this sneaker store has in store for you. Store hours are Mondays  to Fridays  10am- 8pm, Saturdays  110am-pm and Sundays 11am- 7pm.