In wake of scandal U.S. swimmer Ryan Lochte has ‘just fallen off the shelf’

“In this day and age, there’s one pretty important rule that anybody in the public eye should think about: Don’t lie,” said Joe Favorito, a sports marketing expert and professor at Columbia. “We live in a world where everything is going to be exposed. Brands are always looking for honest and authentic representatives because there’s so much competition. There are so many Olympic athletes who you can choose from. You don’t need any nonsense.”