Rick Ross is learning you can’t rap about raping a woman without taking responsibility for it. On “U.O.E.N.O.” he rapped “Put molly all in her champagne, she ain’t even know it/I took her home and I enjoyed that, she ain’t even know it.” The outcry against his lyrics have reached a fever pitch with petitions and a protest.

On Thursday, protesters stood in front of Reebok’s New York City flagship store demanding that the sneaker company cancel Ross’ endorsement deal. Ultra Violet, a womens rights group (who Ross references in his apology), also hopes to present a petition with over 70,000 signatures urging Reebok to cut ties.

Now that his money is in jeopardy, Ross went on Twitter to half apologize yet again. He tweeted:

“I dont condone rape.Apologies for the #lyric interpreted as rape. #BOSS. Apologies to my many business partners,who would never promote violence against women. @ReebokClassics @ultraviolet.”

This isn’t Ross’ first non-apology. He also appealed to the “queens” and “sexy ladies” on his Twitter timeline who were upset about the lyric by saying it was a misunderstanding because he never actually used the word, rape. Predictably, that explanation didn’t make the outcry die down, but only threw gasoline on the fire.

Nita Chaudhary, co-founder of UltraViolet had this to say about Ross and his deal with Reebok:

“By holding Rick Ross up as something to aspire to, Reebok is sending the message that raping a woman is cool–and that’s a dangerous message to send the boys and young men that Reebok markets to. This is what rape culture is. Reebok needs to know that we won’t stand for this. Will you sign the petition telling Reebok that rape is NEVER okay and they should drop Rick Ross right away?”

The pressure is now on Reebok to either accept Ross’ half-apology or drop him in the wake of this controversy. It will be interesting to see how they respond, if at all.

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