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Jutta Leerdam's Olympic victory in Milano-Cortina could translate into more than just a gold medal, as a single celebratory move may earn her roughly $1 million in sponsorships.
Her viral sports bra reveal has the marketing world buzzing.
After winning the 1,000m speedskating event and breaking the Olympic record, Leerdam unzipped her racing suit to reveal a white Nike sports bra, creating a moment that quickly spread across social media platforms worldwide.
Nike, whose logo was clearly visible during the celebration, reposted the clip on its official Instagram account, which reaches nearly 300 million followers. That amplification significantly boosted Leerdam's visibility and potential commercial earnings tied to the spontaneous yet brand-aligned moment.
Fredereique de Laat, founder of Branthlete, estimates Leerdam could earn more than $1 million from the exposure alone. Her blend of Olympic dominance, charisma, and seamless brand integration positions her as one of the most marketable athletes to emerge from the Winter Games.
Her social media presence further elevates her sponsorship appeal. With 6.2 million Instagram followers, a single sponsored post could generate around $100,000, depending on engagement metrics and brand alignment - particularly if it prominently features Nike.
Dutch retailer Hema also capitalized on the viral celebration, turning footage of her tears of joy into an advertising campaign honoring her triumph. The campaign highlighted how authentic emotional moments can evolve into high-value marketing opportunities.
Despite facing criticism for flying privately to Milano-Cortina, Leerdam has emerged as one of the Winter Games' breakout stars. Multiple podium finishes have only strengthened her brand appeal and broadened her global fanbase.
Her fiancé, YouTuber-turned-boxer Jake Paul, was visibly emotional in the stands, emphasizing the personal weight of her achievement after years of intense preparation.
"Man, words cant even describe it," Paul said. "It's the greatest feeling (of) anything I've ever witnessed, to be honest.
"Like 99.9% of people will never understand. And she pulled it off, under the most amount of pressure ever."
Leerdam claims gold: How did she do it?
Leerdam's Olympic triumph also underscored her competitive edge. Skating in the final pair, she faced teammate Femke Kok, who had set a new Winter Games record minutes earlier. Rising to the occasion, Leerdam clocked 1:12.31 to break the mark and secure gold.
She also held off defending champion Miho Takagi, maintaining smooth, controlled strides and finishing 0.28 seconds ahead of Kok. After crossing the line, she blew kisses toward Paul and formed a heart with her hands in celebration.
"Everyone saw how hard of a position I had in the last pair," Leerdam said. "After a super good time. For everyone, it was surreal.
"It feels very amazing. Just like a cherry on top of my career, basically. It's amazing. It's perfect."
The victory added to an already decorated résumé: 12 world championship medals, including six golds, with previous 1,000m titles in 2020 and 2023. She had also captured three of four World Cup races this season in the same distance.
The Olympic oval produced multiple standout performances. Takagi earned bronze with a time of 1:13.19, while American record-holder Brittany Bowe finished fourth at age 37, narrowly missing the podium.
Leerdam's silver medal in the 500m further cemented her dominance, while Kok added silver in the 1,000m, showcasing the Netherlands' remarkable depth in speedskating and driving even greater global attention toward the sport.