The International Olympic Committee has ruled that Dutch speed skater Jutta Leerdam did not breach any regulations when she unzipped her racing suit to expose a white Nike sports bra after claiming gold in the 1,000m event.
The 27-year-old, engaged to boxer and internet personality Jake Paul, broke the Olympic record during her victory, with the emotional moment captured in images that spread rapidly across global media.
Nike subsequently shared the photograph with its 298 million Instagram followers, sparking speculation the athlete could receive $1 million from the sportswear brand.
IOC marketing director Anne-Sophie Voumard dismissed concerns about potential sponsorship violations on Thursday.
“I understand that opening one’s suit after a competition is normal for skaters. Especially since the suit is very tight. It’s common practice and not a marketing ploy,” she explained.
Despite avoiding sanctions, Leerdam has faced considerable backlash over her conduct throughout the Winter Games.
Former Dutch footballer Johan Derksen was particularly scathing about the skater’s approach, criticising her choice to fly to Italy on a private jet rather than travelling alongside her national teammates.
The International Olympic Committee has ruled that Dutch speed skater Jutta Leerdam did not breach any regulations when she unzipped her racing suit to expose a white Nike sports bra after claiming gold in the 1,000m event
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“Her behavior is horrible to me, like that of a diva,” Derksen declared to Dutch media ahead of the competition.
“If I were her coach, I wouldn’t tolerate that. Gradually the whole of the Netherlands is starting to get a bit fed up with her behavior.”
The athlete also drew criticism for missing the Opening Ceremony entirely, opting to watch proceedings from her bed whilst fellow Dutch competitors paraded through the stadium.
Jutta Leerdam’s stock has risen after her success at the Winter Olympics
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Her private aircraft, adorned with personalised flags and featuring handmade cupcakes, provoked sharply divided reactions online.
Sports finance expert Professor Rob Wilson believes the skater’s commercial value will surge following the Games, potentially mirroring the trajectory of freestyle skier Eileen Gu, widely regarded as the Olympics’ most lucrative athlete.
While acknowledging Leerdam is unlikely to match Premier League footballer earnings, Wilson emphasised her income potential remains substantial.
“Given her combination of podium success with the high social media engagement that she’s clearly had, you’re probably talking somewhere between £8m and £10m per year, particularly during those peak Olympic cycles,” he told the Daily Mail.
The professor suggested this figure is realistic provided she expands her portfolio beyond traditional sportswear into sectors such as beauty, wellness and luxury products.
Leerdam commands a following of more than 6.3 million on Instagram, where a single post documenting her day after securing gold attracted one million likes.
Jutter Leerdam is engaged to Jake Paul
| GETTYHer engagement to Paul has undoubtedly broadened her audience reach, though notably his own celebratory posts about her Olympic triumph generated considerably less interaction than her content.
The couple’s combined profile presents an attractive proposition for commercial partners seeking maximum exposure.
Together, the boxer-turned-influencer and the Olympic champion represent a formidable marketing opportunity that brands are unlikely to overlook.
With her record-breaking performance and viral moment now cemented in Olympic history, Leerdam appears poised to capitalise on her newfound global prominence.