Dutch speed skater Jutta Leerdam, who won a gold medal in the women’s 1,000m speed skating event at the Winter Olympics in Milan-Cortina in February 2026, is reportedly set to receive a significant payout from Nike.
– The Incident: After winning her first Olympic gold and setting a new Olympic record, Leerdam unzipped her racing suit during her celebration, revealing a white Nike sports bra underneath. This moment, captured by cameras, quickly went viral.
– The Sponsorship Context: The attention surrounding this moment is particularly notable because the official merchandise sponsor for the Netherlands Winter Olympic team is actually FILA, not Nike. However, Leerdam has a personal endorsement deal with Nike, which she had announced in December 2025.
– Potential Earnings: Advertising experts, such as Frederique de Laat, founder of Branthlete (a female athlete marketing agency), have estimated that this viral moment could be worth over $1 million for Leerdam from Nike. Meindert Schut, editor-in-chief of business magazine Quote, also suggested that with her 6.2 million Instagram followers, she could earn around one cent per follower for sponsored posts, potentially reaching €62,000 per Nike-related Instagram post.
– Nike’s Reaction: Nike quickly capitalized on the moment, sharing a photo of Leerdam on its official Instagram account with the caption, “When you’re this fast, you don’t ask for permission. Jutta Leerdam breaks the Olympic record in the Speed Skating 1000m and wins her first Gold.”
– Public Debate and Backlash: The incident sparked considerable debate. While many celebrated her victory and perceived marketing savvy, others criticized the focus on her attire rather than her athletic achievement, and questioned the ethics of showcasing a personal sponsor when the national team has an official outfitter. Some comments on social media even speculated if the “underwear flaunting” was intentional.
– Beyond the Bra: Leerdam also gained attention for her emotional reaction to her win, with some brands (like Dutch retailer Hema) referencing her “gold-medal tears” in their own marketing. She also secured a silver medal in the women’s 500m event, further elevating her profile.
– Relationship with Jake Paul: Her engagement to influencer Jake Paul has also added to her media presence and commercial appeal, expanding her reach beyond traditional sports audiences.
Essentially, a triumphant athletic moment combined with strategic branding and viral social media attention has positioned Jutta Leerdam for a substantial financial boost, sparking conversations about athlete endorsements and marketing in the digital age.
