RYAN’S $ 3M LIE

In Touch (USA) - - True crime -

Ryan Lochte’s big lie about be­ing robbed at gun­point in Rio de Janeiro is cost­ing him big bucks. The Olympic gold medal­ist has been dropped by Speedo, Ralph Lau­ren, Air­weave and Syneron-can­dela. “Syneron-can­dela will be end­ing its part­ner­ship with Ryan Lochte,” the aes­thetic de­vice com­pany tells In Touch. “We hold our em­ploy­ees to high stan­dards, and we ex­pect the same of our busi­ness part­ners.” Other en­dorse­ment deals could be in dan­ger as well. “Ryan is ra­dioac­tive right now, and it could cost him up to $3 mil­lion in deals,” says brand­ing ex­pert David John­son. “The scan­dal has tar­nished his rep­u­ta­tion. No one is go­ing to take a prod­uct he’s en­dors­ing se­ri­ously.” Ryan, 32, is fully aware that his lie is hav­ing ma­jor ram­i­fi­ca­tions. “It could [cost me deals], and that’s some­thing I am go­ing to have to live with,” he told Matt Lauer on Aug. 20, ad­ding, “I know what I did was wrong.” But the dis­graced swim­mer is hop­ing to re­deem him­self. A source says he’s slated to com­pete on sea­son 23 of Danc­ing With the Stars — if ev­ery­thing goes ac­cord­ing to plan. “His con­tract is signed,” says a source, “but DWTS has dropped stars at the last minute, so any­thing is pos­si­ble.”

“I learned my les­son. All I can do now is bet­ter my­self,” Ryan says of the scan­dal.

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