Rick Ross Loses Millions From Shoe Endorsement; Should Reebok Forgive Him?

Rick Ross apparently issued his apology a little too late.

TMZ reports that the Miami-rapper will possibly lose millions with his endorsement deal with Reebok. Due to the breach of contract, his loses is estimated to be worth $3.5 to $5 million. In fact, Ross received a payment every time he wore the sneakers.  Now, he will no longer receive those checks. This has to be a big blow to Ross’ pockets.

All of this, however, is the result of Ross’s lyrics on Rocko’s “U.O.E.N.O.” song.  Because the rap suggests date rape, women’s rights group expressed their disgust in the media and to the Reebok corporation. The public pressure must’ve been too much for Reebok. Therefore, the release of Ross was the only next step.  Ross waited weeks before he issued an apology to Reebok and the women he may have offended. Some believe not only was his apology lacked sincerity, but also, Ross’ crisis management team dropped the ball by waiting too long to release it.

Should Reebok forgive Rick Ross?

Ross believes his influence in the hip hop community helped spark a new life in the classic brand.  This is true.  For years, Reebok wasn’t on the top of the list of most sought after sneakers in the young urban community.  Nike and its Air Jordans has remained the top seller in this demographic. So, Reebok’s strategy to retain a popular artist(s) to help with their rebranding efforts is why Ross inked a deal with them.  You have to wonder if anyone at the company ever listened to Ross’s music.  He isn’t a squeaky clean “Will Smith” type of rapper.  If acceptance of Ross’s lyrics (based on “freedom of speech”) caused Reebok to grant him the endorsement in the first place, why isn’t that being considered now?

Corporations take a huge risk when issuing endorsement deals to rappers. Heck, it’s a risk with any celebrity nowadays. With rappers, however, they express themselves through story telling and clever rhymes.  They talk about their own experiences or imaginary situations. Rick Ross has always been a good storyteller.  So, no he probably didn’t meant anything by it.  Ross’s lyrics were relevant to the times.  Therefore, the reference of the popular drug, Molly, was made.

Date rape is a possible after effect when taking the drug.  This is truth. Ross was merely telling the truth, not glorifying it.  At what point should society stop taking another persons artistic expression so seriously?  Before you know it, a 50 minute album will slim down to 15 minutes. Artists will no longer be able to record full songs for fear of backlash over something they said.

Well, Reebok had the last word in this case.  After Ross issued his apology, Reebok released the following statement…

“We are very disappointed he has yet to display an understanding of the seriousness of this issue or an appropriate level of remorse.”

So they aren’t buying it.

Do you think these lyrics warranted his dismissal?  Let us know what you think.