Why did Reebok drop Rick Ross?:The Rise and Rapid Fall of the Rick Ross Reebok Partnership
Rick Ross & Reebok: Inside the Controversial Partnership, "U.O.E.N.O." Lyrics, and Brand Ambassador Fallout The Golden Era of Hip-Hop Endorsements: Reebok's Big Bet In the early 2010s, the convergence of hip-hop and sneaker culture reached a fever pitch. Brands were looking for authentic voices from the streets to give their retro lines new life. Enter Rick Ross, "The Boss," a rapper whose larger-than-life persona, opulent lyrics, and undeniable street credibility made him an appealing choice for a brand looking to recapture its past glory. In what was considered a lucrative and high-profile deal, Ross was named a brand ambassador for Reebok Classics, specifically to help promote the enduring legacy of models like the Reebok Classic Leather and the iconic Reebok Question Mid. The partnership was a strategic move by Reebok to tap into the powerful and profitable intersection of music and streetwear, leveraging Ross's influence to connect with ...