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Rick Ross getting booted by Reebok is fresh on plenty of people’s minds today because of Lil Wayne sort of apologizing to Emmett Till’s family. Reebok’s CEO has commented on the Rozay today, and he was very candid. 

During the FN (Footwear News) CEO Summit going on in Miami right now, Uli Becker mentioned the former Reebok Classics spokesman. “It’s unfortunate because he’s a great guy, he just has stupid advisors around him,” Footwear News reports, via a Twitter, that the Reebok CEO said.


Rozay did bungle the “U.O.E.N.O.” lyrics controversy. Ross did offer a mea culpa in a more timely manner than Weezy, who like the MMG rapper didn’t apologize until it became evident that not doing so could affect his wallet since the Till family saying they would pressure Mountain Dew to drop the rapper as a spokesman. However, Ross apologized three different times (the first on radio, the second via Twitter and the third through a press statement).

However, it was too little too late as Reebok severed ties with him before the third apology, citing that the rapper failed to “display an understanding of the seriousness of this issue or an appropriate level of remorse.”

Safe bet Rick Ross will be paying more attention to his PR flacks advice moving forward.

Photo: Reebok