Reebok has ended its relationship with US rapper Rick Ross over lyrics in one of his songs that seem to boast about drugging and abusing a woman has called an uproar.

"Reebok holds our partners to a high standard, and we expect them to live up to the values of our brand. Unfortunately, Rick Ross has failed to do so," a Reebok spokesperson said.

"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. At this time, it is in everyone's best interest for Reebok to end its partnership with Mr Ross."

Ross has an endorsement deal with Reebok and has promoted its shoes in print and TV commercials.

Women's rights group UltraVolet has said it is "thrilled" to hear that Reebok is joining the fight against rape culture and dropping Rick Ross.

"This sends a strong message that rapping about drugging and raping an unconscious woman is not only morally wrong, but has real consequences. After Steubenville, Americans expect and demand better. Thank you Reebok for taking a stand," said UltraViolet co-founder Nita Chaudhary.