Well it looks like Reebok wouldn’t let this one slide. Billboard reports:

After stirring up controversy for lyrics deemed pro-rape, Reebok has decided to end their partnership with Rick Ross.

“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. While we do not believe that Rick Ross condones sexual assault, we are very disappointed he has yet to display an understanding of the seriousness of this issue or an appropriate level of remorse. At this time, it is in everyone’s best interest for Reebok to end its partnership with Mr. Ross,” Reebok said in a statement to Billboard.

Now there were plenty of people that came out against the lyrics but it wasn’t until the women’s group UltraViolet  planned to protest outside of Reebok’s flagship store in NYC that Reebok got the message.

This can lead to a slippery slope in hip hop. Will all lyrics be held under a microscope now because of Rick Ross? We’ll See.

What also shouldn’t be overlooked is that Ross should have used the politician’s playbook when it comes to apologizing without apologizing and maybe this would have went away.

Rick Ross has been laying low since his Rolls Royce was shot at leaving a party.  But the original mayor of Miami, Luther Campbell took time out to speak to the Bawse about how his “gangster” lifestyle is threatening his carreer via The Miami New Times. But enough of the synopsis, here Luke’s message to Rick Ross (added emphasis by me):

Dear Rick Ross:

As someone who survived several rap beefs, I’m going to give you some advice. You need to seriously address the threats and attempts on your life. You have worked hard to become a big name in hip-hop. You’ve paid your dues and you’ve grown lyrically since the release of your debut album, Port of Miami, in 2006. You’ve arrived, buddy.

 

But all this gangster bullshit is jeopardizing your career. No club or arena is going to risk people getting shot. You can forget about doing any tours or CD signings. And if you can’t make money, watch how fast Warner Bros. Records turns on you. I know from experience how venues and the music industry would like to black ball you.

 

You have the Gangster Disciples breathing down your neck because you’ve named-dropped Larry Hoover, the gang’s founder, in your music. Unlike the record and book publishing industries, these bad dudes don’t understand the concept of public domain. They see you getting rich forever by rapping about their leader, and they don’t like it. That’s why they’re on YouTube talking about how you need to go see them and cut a check. 

 

It’s a shame you can’t enjoy life without spending part of your earnings on heavy security or risking your freedom by purchasing an arsenal. Remember, that’s what landed T.I. and Lil Wayne in prison. You don’t want that to happen to you. However, those are the consequences of rapping about being something you’re not. 

 

Hip-hop has a rich history of college guys who never committed a crime rapping about moving kilos of cocaine and taking out snitches. Every gangster rapper takes on the role of a real hood legend to build up street cred. But I don’t want you to fall into the trap of believing you are really a gangster. 

 

Trust me, you don’t want to go out like Biggie Smalls or Tupac. It’s time you squash your beefs.

According to NBC Miami and WSVN-TV:

 

“Police officials say shots were fired around 5 a.m. in the area of Southeast 15th Avenue and E. Las Olas Boulevard

The Rolls Royce was traveling eastbound on Las Olas when another vehicle opened fire on it, police said.

When the Rolls tried to get away, it crashed into the building at 311 Southeast 15th Avenue. Neither of the two people inside were injured, police said.”

The vehicle has since been towed from the scene.

 

WSVN-TV –