A week after women’s rights groups announced plans to protest Reebok’s relationship with rapper Rick Ross, the sneaker marketer says it is ending its relationship with the controversial entertainer. “Reebok holds our partners to a high standard, and we expect them to live up to the values of our brand,” a spokesperson for the Adidas unit tells Marketing Daily in an email.
“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.”