Reebok Giving Up On HipHop?

MetroWest Daily reports Reebok is going to shift it's marketing focus from HipHop back to athletics. Adidas, Reebok's new parent, apparently isn't to fond of the I AM WHAT I AM lifestyle marketing campaign. Link previously 50cent, HipPop & Marketing: Trying to make sense of it all, Living Legend's Reebok Classics, Basquiats On My Feet