Reebok has ended its relationship with Rick Ross following heavy criticism of lyrics by the rapper considered by some to promote rape.
"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," the sneaker brand said in a statement Thursday.
Ross formally apologized for his lyrics on Rocko's song "U.O.E.N.O." in a tweet last week. It came the same day a women's group, UltraViolet, protested outside of one Reebok's stores in New York.
"I don't condone rape. Apologies for the lyric interpreted as rape," Ross' tweet said.
In Rocko's song, Ross raps about giving a woman the drug MDMA, known as Molly, and having his way with her. The lyrics say: "Put molly all in her champagne, she ain't even know it/I took her home and I enjoyed that, she ain't even know it."
Reebok added that "we are very disappointed (Ross) has yet to display an understanding of the seriousness of this issue."