Wildly Successful Athlete Brands (And Others That Have Failed Miserably)

Sports 6/14/18

Fail: Lochte Makes The Wrong Lie

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Matt Hazlett/Getty Images

Olympic fans used to sing high praises for Ryan Lochte. Up until the 2016 Olympics in Brazil, Lochte was considered an outstanding U.S. citizen. Then, he made up a false story about being kidnapped and robbed. Once his story came out as misleading, Lochte lost a good portion of his endorsements.

Lochte’s lie portrayed Rio de Janeiro in a negative light and humiliated America. Speedo, Airweave, Ralph Lauren, and Gentle Hair Removal all publicly cut Lochte off. Forbes estimated the loss of those endorsements cost Lochte $5-$10 million in future money.