Music

Reebok cuts ties with Rick Ross following rape-lyric controversy

by Tyler Munro

Reebok has dropped Rick Ross from its brand following the rape controversy surrounding a line in Rocko’s track “U.O.E.N.O” which sees the bearded behemoth reference drugging a woman’s drink and having his way with her.

The decision is sparking a bit of controversy simply because it begs the question of where brands can draw the line. The brand is rightfully citing his blatant non-apology in their reasons for cutting ties, but it is curious whether it’s also got to do with the protests outside of Reebok’s stores led to the decision.

“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,” read a statement from Reebok. “At this time, it is in everyone’s best interest for Reebok to end its partnership with Mr Ross.”

But where is the line, really? Eminem’s been featured in numerous Detroit-inspired Chrysler commercials, but he’s made a career out of controversially aggressive songs. Lil Wayne routinely raps about drug abuse, which Sprite turns a blind eye to, and Tyler, the Creator’s storied past is a non-starter for Mountain Dew. Is murder okay? Drugs? Rape shouldn’t be, but this seems more like a reaction to the controversy than the line itself.

UltraViolet, the women’s rights group that initiated the protests upon the song’s release, had this to say (via NME) about the decision: [We are] thrilled to hear that Reebok is joining the fight against rape culture and dropping Rick Ross,” in a statement. “This sends a strong message that rapping about drugging and raping an unconscious woman is not only morally wrong, but has real consequences.”

This is a step in the right direction for Reebok, a statement that had to be made not just because of the increased focus on rape culture in the media right now but because it’s the right one to make. Other arguments will arise as they fall, but for brushing off the controversy and putting the blame on listeners, Rick Ross has likely cost himself some serious coin. Y’know, aside from the likely massive signing bonus and royalties he’d already amassed from commercials that have been circulating for months (like the one up top).

Making matters worse, Rocko has nixed his Ross’ entire verse from the track for radio play.

“The record instantly became a smash… in the streets. So with me, I feel like I’m a street artist so I feel like the record with Ross… will always be the original record,” he told Hot 97. “But because of the type of attraction the record has, as far as… radio and all over the country and things of that nature, it puts me in a position to where I have to change it.”