According to a report by TMZ, Reebok’s decision to break ties with Rick Ross is about to set him back between $3.5 – $5 million.
Rick Ross was getting paid every time he wore Reebok's apparel, but after he and the brand started to receive significant criticism for the rapper’s controversial lyrics in Rocko’s song, “U.O.E.N.O.,” the shoe company decided to end its partnership with Ross.
Prior to the dissolution of their business relationship, Ross did offer an apology via twitter saying, “I dont [sic] condone rape. Apologies for the lyric interpreted as rape. #BOSS.”
That statement was not enough to end the torrent of calls for Reebok to drop Ross, and on April 11 the company official announced that the deal with the Miami rapper was ending.
Several rappers including Meek Mill, Slim Thug, and Rocko came out publicly and defended Ross’ right to express himself as an artist.
Later on Rick Ross offered another more detailed apology saying in part:
“I recognize that as an artist I have a voice and with that, the power of influence. To the young men who listen to my music, please know that using a substance to rob a woman of her right to make a choice is not only a crime, it’s wrong and I do not encourage it. To my fans, I also apologize if I have disappointed you. I can only hope that this sparks a healthy dialogue and that I can contribute to it.”
The second mea culpa came after Reebok chose to move on without Ross. The company issued its own statement saying in part:
“Reebok holds our partners to a high standard, and we expect them to live up to the values of our brand. Unfortunately, Rick Ross has failed to do so.”
If you haven't seen the Reebok commercial featuring Rick Ross, see below.
Source: AllHipHop and YouTube