Jutta Leerdam, 27, arrived at the Winter Olympics as one of the Netherlands' most recognisable winter sports stars. Then, she left with more than medals to her name.
Competing in the women's 1000m speed skating event in Milan-Cortina, Leerdam delivered a commanding performance. She broke a new Olympic record en route to her gold medal and added a silver to her collection.
Victory That Sparked Headlines
Leerdam crossed the finish line in the 1000m with a time that secured her place at the top of the podium. In an emotional aftermath, she unzipped her Fila racing suit to reveal a white Nike sports bra underneath. That moment quickly circulated across international media and social platforms.
While she competes in a Fila skinsuit, Nike remains one of her key commercial partners. The photograph of a tearful Leerdam celebrating in Nike-branded sportswear was widely shared, including by Nike's official Instagram account, which boasts hundreds of millions of followers.
Dutch advertising specialist Fredereique de Laat, founder of Branthlete, the commercial value of that moment could be substantial. 'With Nike, I suspect you're looking at a figure of over a million', she said, the Daily Mail reported.
Marketing analysts note that Leerdam's social media presence, with more than six million followers, significantly amplifies her endorsement potential. A sponsored Instagram post could reportedly generate tens of thousands of euros depending on engagement rates.
Yet the commercial ripple effect did not stop with sportswear.
Tears Turned Marketing Gold
Leerdam's visible emotion following her victory, including mascara running down her face, quickly became part of the Olympic narrative. Dutch retailer Hema seized the opportunity to promote its eyeliner range on Instagram with a caption: 'Also resistant to tears of joy.'
Such reactive marketing is increasingly common during major sporting events, where high-definition broadcasts and viral social clips provide instant brand visibility. Publications have previously highlighted how athletes, particularly female competitors, now operate at the intersection of sport, fashion, and beauty.
For Leerdam, the blend of athletic excellence and visual storytelling created a powerful commercial cocktail. The authenticity of her celebration arguably enhanced its market value.
The Olympics as Advertising Arena
The modern Olympics have evolved into a global advertising arena, not only for official sponsors but also for personal endorsement deals. Apparel giants such as Nike, Adidas, and Puma routinely leverage athlete visibility, while beauty brands increasingly align with sports figures to tap into narratives of resilience and empowerment.
Olympic athletes can see dramatic spikes in endorsement income following medal wins, particularly when moments resonate emotionally with audiences. The combination of performance, personality, and social media reach often determines long-term brand equity.
Leerdam's case illustrates this shift clearly. Although bound by team and competition kit regulations, athletes frequently reveal secondary sponsor branding during post-race interviews and celebrations.
Who Is Jutta Leerdam?
Leerdam is one of the Netherlands' most successful speed skaters of her generation, previously winning world titles before her Olympic breakthrough. Known for her explosive sprinting ability, the 1000m has long been considered her signature event.
Beyond the ice, she commands a significant online following and maintains a high-profile relationship with American YouTuber-turned-boxer Jake Paul. He was present at the Games and spoke emotionally about her achievement.
Their combined social media reach has further elevated Leerdam's global visibility, particularly among younger audiences who follow both sport and influencer culture.
In an era where sporting triumph and advertising are deeply intertwined, Leerdam's golden moment demonstrates how a single image can translate into million-dollar marketing potential.
