MUSKEGON, MI -- Reebok has severed ties with rapper Rick Ross over controversial lyrics that suggested the raping of a woman, according to a statement by the company.

Rick Ross performs at the Palace of Auburn Hills.

The ongoing concern with Ross' lyrics reached Muskegon recently when a local urban radio station banned Ross' songs from its playlist.

The popular sportswear company told entertainment news site TMZ Thursday that it dropped Ross, who was a spokesman for the brand, for failing to "live up to the values of our brand."

"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 or an appropriate level of remorse," the statement read.

Ross has faced public outcry for lyrics that allude to the possible rape of a woman. While making a guest appearance on the song "U.O.E.N.O.," Ross rapped: "Put Molly all in the champagne. She ain't even know it. I took her home and I enjoy that. She ain't even know it."

"Molly" is slang for a potent form of MDMA, or ecstasy.

Critics charged that the lyrics glorified and condoned rape, and local radio station 103.7 The Beat WUVS-LP received national attention for publicly announcing that it pulled Ross from its rotation in response to the controversy.

RELATED: Rick Ross, Lil Wayne pulled from Muskegon radio station now getting national attention

Ross later said in an interview with New Orleans radio station Q93.3 that the controversy was a "misunderstanding" and "a misinterpretation where the term 'rape' wasn't used. And I would never use the term 'rape' in my records."

On April 4, he officially apologized for the lines via Twitter, but some felt it wasn't enough.

RELATED: Rapper Rick Ross apologizes for offensive lyrics via Twitter

Many, like The Beat's station manager and programming director Paul Billings, thought Ross' tweet was insincere and a move to keep Reebok happy.

"That was no apology," Billings said. "He needs to explain what he meant about putting date rate drugs into somebody's drink and then taking them home."

Ross also tweeted an apology that day to Reebok, and to UltraViolet, a feminist organization that had been vocal in its criticism of the rapper's lyrics.

"Apologies to my many business partners, who would never promote violence against women," Ross tweeted, tagging Reebok and UltraViolet.

-- Email Lisha Arino at larino@mlive.com, and follow her on Facebook and Twitter (@lishaarino).