. >> from a speedo to ralph lorenz ryan lafferty's endorsement future is drifting into uncertain waters. he and his fellows olympic swimmers are now facing post- olympic financial uncertainty after a week of tall tales in rio . >> they pulled us over and pulled out their guns . >> their initial accounts of late-night armed robbery began to unravel this week is authorities viewed surveillance footage and conducted interviews. once his rubbery claims collapsed under scrutiny damage to his brand is already apparent . >> this incident will be his endorsements. he becomes someone who is recognizable but not necessarily for the right reasons. >> for the big named olympic athletes season and corporate sponsorship after the olympics is key. millions are at stake. the american public's perception of his sincerity in particular will determine his future. the rest of the world may continue to judge himself he stands for a certain type of ugly american type. >> and international mess to be sure and a costly one. >>> coming up in prime time matt lauer sits down with ryan lafferty to discuss the cont