Reebok has cut ties with Rick Ross in the heat of the recent controversy surrounding some of his song lyrics, which critics say condone date rape.
In the song "U.O.E.N.O.," he sings, "Put Molly [Ecstasy] all in the champagne. She ain't even know it. I took her home and I enjoy that. She ain't even know it."
A denial-slash-half-assed-apology did not help matters.
Enraged rape victims and female activists demanded Reebok fire Ross from his lucrative endorsement deal, and that's what happened today.
The shoe company said in a statement:
"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."
The brand also said in cutting ties with Ross that he did not offer an "appropriate level of remorse" over the lyrics and the backlash they received.
Pretty much sums it up right there.