Hip-hop artist Flo Rida was awarded $82.6 million on Wednesday after a South Florida jury found that the makers of Celsius energy drinks broke a contract with the rapper and singer and attempted to swindle money to hide from him.
Flo Rida, real name Tramar Dillard, and his production company Strong Arm Productions sued Boca Raton-based Celsius Holdings Inc. in Broward County court in May 2021, alleging that the company violated the terms of an endorsement deal.
“Basically, I helped start this company and all we were looking for was some trustworthy people who acted like they were family,” Dillard told The Associated Press. “And when it comes to today’s success, they just forgot about me.”
Attorneys for Celsius argued in court and in previous filings that the company’s greatest success came after the Flo-Rida endorsement deal ended — and that other business decisions resulted in increased sales and stock value. Celsius could still appeal the verdict, but it wasn’t immediately clear if they would. The company’s lawyers did not immediately respond to messages seeking comment from The Associated Press.
instrumental role
According to the civil lawsuit, Flo Rida was a brand ambassador for Celsius from 2014 to 2018. During that time, Dillard played a pivotal role in ushering in a new era for the company’s brand development, growth and expansion, and introducing Celsius to millions of people around the world, the complaint said.
Dillard and his attorneys argued that the partnership paved the way for Celsius to expand its product portfolio, which includes adding a powder product and a new line of products called Celsius Heat in conjunction with Flo Rida’s partnership. Since then, the company has consistently sold and generated revenue for its powdered products.
Attorney John Uustal said Flo Rida wanted the 1% interest he was promised and was still willing to accept the stock in lieu of the jury’s cash award.
“He (Dillard) loved the product and it’s been a very successful four-year relationship,” Uustal said. “There were some benchmarks. He was supposed to get stocks when certain things happened. And a dispute ensued over whether those benchmarks were met. So that’s what it was about.”
Dillard said he continues to drink Celsius products and even owns stock in the company. He said he would like to put the litigation behind him and work with the company again in the future.
“I’m still an owner of the company,” Dillard said. “And when you’ve basically planted the seed of something successful, you can’t help but have unconditional love.”