rick ross & reebok shoe*Talk about being in damage control.

Now that reality has struck and rapper Rick Ross has lost his endorsement from Reebok, he’s trying to make amends.

Ross has issued another so-called “official” apology for his suggestive rape lyrics on Rocko’s  “U.O.E.N.O.”

“Before I am an artist, I am a father, a son, and a brother to some of the most cherished women in the world. So for me to suggest in any way that harm and violation be brought to a woman is one of my biggest mistakes and regrets. As an artist, one of the most liberating things is being able to paint pictures with my words. But with that comes a great responsibility. And most recently, my choice of words was not only offensive, it does not reflect my true heart. And for this, I apologize. To every woman that has felt the sting of abuse, I apologize. I recognize that as an artist I have a voice and with that, the power of influence. To the young men who listen to my music, please know that using a substance to rob a woman of her right to make a choice is not only a crime, it’s wrong and I do not encourage it. To my fans, I also apologize if I have disappointed you. I can only hope that this sparks a healthy dialogue and that I can contribute to it.” —William Roberts (a.k.a “Rick Ross”)

As EUR reported, Reebok issued a statement detailing why they decided to part ways with Ross over the incident.

“Reebok holds our partners to a high standard, and we expect them to live up to the values of our brand,” read a statement from the shoe company. “At this time, it is in everyone’s best interest for Reebok to end its partnership with Mr. Ross.”