Women's rights activists have applauded Reebok bosses for dropping rapper Rick Ross as a brand spokesman following his date rape lyrics controversy.

Executives at the sportswear firm dumped the hip-hop heavyweight on Thursday (11Apr13), insisting his rhyme about slipping Ecstasy pills in a date's Champagne constituted a failure to "live up to the values of our brand".

Nita Chaudhary from rights organisation UltraViolet led the charge to force Reebok officials to drop Ross over the controversy, and she was celebrating after the decision.

She tells Wenn, "We are thrilled to hear that Reebok is joining the fight against rape culture and dropping Rick Ross. This is a huge victory for women, for the 526 survivors of rape who were brave enough to publicly confront rape culture, and for the nearly 100,000 UltraViolet members who have poured their hearts and time into this campaign.

"This sends a strong message that rapping about drugging and raping an unconscious woman is not only morally wrong, but has real consequences... Thank you Reebok for taking a stand."

Nearly 100,000 UltraViolet members signed a petition demanding Reebok drop Rick Ross and more than 10,000 called Reebok's headquarters demanding action. Almost 100 activists protested in front of Reebok's New York flagship store last week (ends05Apr13).