Friday, 06. December 2013 - 20:12
29. 09. 12. - 12:00
An Olympic hurdler whose dreams of coming first at the London Olympics were shattered when he fell is facing a new let down - after being used in an ad aimed at men who flop in bed.
China's Liu Xiang stumbled at the first hurdle of the men's 110 metres heat when an injured Achilles tendon ended his Gold Medal ambitions.
Now he's facing new shame after the image of his fall was used to promote a new treatment for premature ejaculation in his homeland.
The snap - showing Liu sprawled on the track with his head bowed in shame - is captioned: "Falling down at the beginning of the race! Premature ejaculation: Man's unspeakable pain."
Staff at the clinic in Guangzhou, southern China, have refused to discuss the ad.
But Liu is said to be set to sue the clinic over the unauthorised use of the picture.
The athlete's national manager Li Guoxiong - from Beijing's Track and Field Centre - told local media: "We will discuss this with Liu and his coach and decide how to stop this."
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