Ryan Lochte‘s come a long way since NBC produced those goofy profiles back in 2008. The 2009, ’10 & “11 Swimmer of the Year is finally getting the mainstream media he deserves.
Congrats to Erika Wright and Shawn Zenga, Lochte’s behind the scenes team, for making this happen.
Lochte, who was with Octagon (and Michael Phelps‘ manager), left the sports gaint in marketing and representation to go with a smaller team with a strong music and entertainment background. This move has clearly been the right choice.
Lochte, depicted by the media as an athletic-slacker type, is far savvier than he’s given credit for. Moreover, Lochte knows that hard work in the pool is the best and only investment for longterm success. According to inside sources, Lochte has not missed a workout this year despite the immense media interest and his brutal endorsement contract schedule.
While many analysts predict a dramatic downturn in sponsorship dollars and media attention for the sport of swimming with Phelps’ retirement after the London Olympic Games, it appears Lochte, who is not retiring, can and will fill the role of swimming’s global ambassador, leading the sport on to continued success.
See Braden Keith’s swimswam coverage of Lochte’s historic Vogue cover here.