Rev. Jamal Bryant is calling out rapper Rick Ross for shopping at Target amid the ongoing boycott over the company’s DEI rollback.
The clash between Bryant and Ross began after the rapper shared a video of himself riding a scooter through Target with his girlfriend, Jazzma Kendrick.
“I’ve been kidnapped. I’m in Target,” Ross joked. “Riding dirty.”
When Ross asked what they were shopping for, Kendrick replied, “Kitchen appliances and cinnamon roll stuff.”
“The Cinnabons reeled me in, guys, but as you can see, I’ve been kidnapped,” Ross responded.
The video quickly sparked backlash from Bryant, who is leading a boycott against Target after the retailer rolled back its DEI initiatives in January.
“Hey family @richforever … you are an incredibly influential figure for the culture who many aspire to emulate,” Bryant wrote on Instagram, directly addressing the rapper. “To that end I thought it important to share with you that the community has been boycotting @target because of their disregard for our value and a disrespect for the dollars we spend.” He added, “Every day we shouldn’t be hustling….respectfully BE the BOSS not the pawn!”
“He rich he couldn’t care less…SMH. This is why we can’t make the impact our ancestors did,” one social media user chimed in.
“We been boycotting Ross since he danced for Trump,” another person said, referencing Ross’ performance at Trump’s “Crypto Ball” during the 2025 inauguration.
“Boycott every wing stop he owns,” a third Instagram user commented.
This isn’t the first time Bryant has called out a celebrity for not participating in the nationwide Target boycott.
In a June Instagram post, Bryant penned a lengthy message to Cardi B, informing her about the Target boycott after she recently shared a picture of herself and her children shopping in the store.
“Dear @iamcardib, Grace and Peace to you! I come to you with a chest full of love,” Bryant wrote. “When I saw you post a picture of you and your beautiful family in the store, I felt certain that with your demanding schedule, you were probably unaware. Having 163 million [people] following you is a great deal of influence, and many follow your lead. I hope you will visit targetfast.org and walk alongside us.”
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