In 2008, T.I. announced the launch of his clothing company A.K.O.O. (an acronym for "A King Of Oneself"), focusing on urban apparel such as lightweight T-shirts, cardigans, sweaters, embroidered wovens, leather jackets and quality denim among a variety of other clothing. On June 29, 2010, T.I. was named Global Creative Consultant of Rémy Martin Cognac. XXL Magazine revealed that the partnership will include collaborative projects and a focus on continuing the philanthropic works of his K.I.N.G. Foundation. He also announced on Chelsea Lately, that he would be releasing his own signature brand of the liquor. T.I. lost his endorsement deal with Axe body spray, following his arrest for drug possession. In May 2012, T.I. revealed he has invested money in a social marketing app called Yopima. On February 23, 2016, T.I. announced he joined subscription-based music streaming service TIDAL, as an artist-owner, making him the 19th of his kind, and in company with artists such as J. Cole, Beyoncé, Kanye West, Nicki Minaj, Rihanna, Lil Wayne, Daft Punk, Madonna and of course, Jay Z. In June 2016, T.I. opened a strip club called V Live, in Atlanta. Controversies Ludacris A dispute with Ludacris started when T.I. saw Disturbing tha Peace rapper I-20's video. In the video, a man wearing a shirt which said "Trap House" was being beaten. T.I. mistook the logo to refer to "Trap Muzik". G-Unit artist Young Buck asked fellow Southern rappers T.I. and Ludacris to appear on his new record on the track "Stomp". T.I. recorded a verse which contained a line that Young Buck considered to be an underhanded snub towards Ludacris: "Me gettin' beat down? / That's ludicrous." Young Buck spoke to Ludacris about the verse, to maintain his neutrality in the controversy. Ludacris then recorded the verse that can be found on the album. T.I's record company wanted Ludacris to change his verse before they sanctioned it but Ludacris refused and T.I. was therefore replaced by The Game on the album version. On June 24, 2007, at the Sunset Tower Hotel in West Hollywood, California, T.I. was involved in a brawl during a luncheon held by Kevin Liles of Warner Music Group (parent company of T.I.'s label, Atlantic Records) with Ludacris' manager Chaka Zulu. According to witnesses, T.I. punched Zulu in the face and choked him and a brief melee ensued. While accepting the award for Best Hip-Hop Artist at the 2007 BET