AN NYC SHOP CELEBRATES CREATIVE EXPRESSION, FROM CUSTOM SNEAKERS TO AUTOMOTIVE RESTYLING
BY ERIK SCHONING & PHOTOS BY ALEX BARRETO
In 1989, Rob Gullery took over Wil-John’s Tire Empire, a Staten Island business founded in 1942 by his grandfather. Fast forward to 2025, and Gullery has taken a respected automotive business and transformed it into one of NYC’s most intriguing freeform ventures, Never Ride Stock, a company that sits at the intersection of car culture, sneakermania, and local arts programming in the tri-state area.
intuitive than it might seem upon first glance. Over the years, Gullery took his business in the direction of automotive styling and customization, doing vinyl color wraps, XPEL films, window tinting, and ceramic coatings for customers looking to take their ride to the next level. One day, he hired a local artist to do a custom pair of sneakers to match a client’s Porsche. Gullery soon realized he had stumbled upon a perfect synergy: the very same clients who want sleek new rims on their G-Wagons might also be interested in a reimagined pair of Jordans.
“I just love the design aspect,” Gullery said. “I always loved designing cars. So you take those same concepts of clean lines and different colors and apply that to shoes. It’s all about knowing what your client wants. And if you listen to your client in any business, you can create something for them, whether it’s their dream shoe or their dream car.”
In 2021, Gullery teamed up with designer Marc Scepi and artist Danny Lee to fully dive into the sneaker side of his business. NVRSTK Studios became a lightning rod for celebrities, pro athletes, automotive cognoscenti, and corporate clients looking for partnerships. Fat Joe, Nate Burleson, Tracy Morgan, and DJ Skee are but a few of the notable names who have commissioned custom rims, sneakers, or both. With appearances at F1 Montreal, NBA All-Star Weekend, and the New York International Auto Show, NRS stamped its passport on a global stage.
But Gullery has always led with a customer-first approach, extending back to his early days at the tire shop. It was important to him to keep his business deeply rooted in Staten Island. NRS has become a local hub, offering classes in sneaker customization for kids, families, and corporate clients in the borough.
My goal was to make this a destination,” Gullery said. “When you come to NRS Automotive, it’s a place you actually want to hang out. So we wanted to follow the same formula for the shoe side of things. When you come upstairs, you’ll see a basketball court. There’s artwork everywhere. There are sneakers being worked on. Today, New York visitors are choosing to come to Staten Island. We’re proud that we brought some culture to our borough.”
Through customization workshops, NVRSTK Studios is inviting people of all ages to get in touch with their inner artist, equipping guests with all the paints, brushes, and stencils necessary to make a one-of-a-kind work of art and leave with an upgraded pair of sneakers. Through the CustomX initiative, NRS offers bespoke sneakers and custom designs. No matter how customers are engaging with NRS be it through classes, shopping, or the automotive side of the business they are plugging into a community of creatives who celebrate the idea that the things we own should reflect our own personality and style.
“There’s something about the camaraderie of a class that makes people happy,” Gullery said. “The kids, of course, go crazy over the shoes. But when a 45-year-old leaves with a shoe and is trying not to grin, it’s a great feeling.”
Cool kicks are always in vogue, but the real secret of Gullery’s success is his ability to connect with people. At F1 in Montreal, he serves as a host, a master of ceremonies while his artists customize hats, helmets, and sneakers. At the New York International Auto Show, NRS rents not a single booth but an entire region of the show floor. Dubbed the NRS Experience, the display features dance contests, artist renderings, and live sneaker customization. (This year’s event culminated in a sold-out rooftop party at the Hard Rock Hotel.) But whether he’s throwing an epic bash at NBA All-Star Weekend, designing custom rims for a hip-hop superstar, or organizing a class for kids in Staten Island, Gullery’s ultimate goal is to connect with people and help bring their passions to life.
“You connect so much when you make something custom for someone,” Gullery said. “It’s something they love, something they can come back to.” Big things are on the horizon for NRS. In September, Gullery and Nate Burleson are opening NVRSTK Studios in Carroll Gardens, a brick-andmortar storefront for their new customizable sock-and-sneaker business that will also feature a satellite store for Brooklyn-based shoemaker GREATS. And though details are currently under wraps, expect to see custom NRS sneakers and vehicles in major Hollywood blockbusters down the line.
Gullery is a humble guy, and he will say that he was simply lucky enough to identify a pre-existing niche in the market. But a business this booming takes vision and drive, and with Gullery behind the wheel, the road ahead looks bright.
Never Ride Stock