Shamed All Black Aaron Smith hasn't just been dropped from the starting XV for the world champions' season-ending match against France this morning.
The 57 test-capped halfback has also been dropped from a campaign marketing the new All Blacks jersey.
Smith was recorded in an incident in a Christchurch International Airport disabled toilet in October.
The 28-year-old, who has a partner, entered the bathroom dressed in his formal All Blacks uniform with a woman he met at the airport.
A couple waiting outside the bathroom went public with what they heard and news of the tryst went global.
Smith was with the All Blacks in South Africa when the news broke and was sent home. He apologised publicly and missed two tests.
However, the fallout from the sordid incident continues.
A source told the Herald on Sunday Smith had been dropped from a marketing campaign for the treasured All Black jersey.
Adidas New Zealand country manager Quentin Bleakley confirmed the information in a statement emailed to the Herald on Sunday this week.
"After discussions with all parties, it was agreed that Aaron Smith's imagery would be removed from the material to promote the new All Blacks jersey, however the campaign went ahead with five great All Blacks."
The German apparel giant launched a controversial new black and white away jersey for the All Blacks this week.
The Herald on Sunday was not able to clarify before deadline if this was the jersey Smith would no longer promote.
Smith returned to the All Blacks after his stand-down, but his form has been erratic and this week coach Steve Hansen said TJ Perenara would wear the no.9 jersey.
He admitted the confidence of Smith, previously touted as the world's best halfback, had been knocked by the saga.
The woman involved in the bathroom tryst also apologised in a written statement this month, describing the incident as a "thoughtless act" but "not of a sleazy nature".
She knew Smith and the pair had dated previously, she said.
In 2012, Smith was benched ahead of a test against South Africa in Dunedin for breaching team protocol after missing a team curfew.
Two years later a naked selfie of Smith was posted on the internet.
And in 2014 his then girlfriend, Hannah Whitefield, dumped him after learning he had a fling with former stripper Lisa Lewis.
Lewis, who had believed Smith was single, spilled the beans to Whitehead after discovering she was Smith's partner.
Revelations over Smith's culling from the adidas campaign comes just days after the sportswear giants mistook Malakai Fekitoa for All Black team-mate Julian Savea in a promotional video.
The video was released online mid-week as part of promotions for this morning's test against France.