Jutta Leerdam faces no sanction from IOC
The International Olympic Committee has determined that Dutch speed skater Jutta Leerdam did not violate any rules when she unzipped her racing suit to reveal a white Nike sports bra following her gold medal win in the 1,000m event, reports BritPanorama.
Leerdam, 27, who is engaged to boxer and social media influencer Jake Paul, set a new Olympic record during her race. The victory, marked by a celebratory act capturing public attention, generated extensive media coverage worldwide.
Nike subsequently shared images of the moment with its 298 million Instagram followers, suggesting the athlete could secure a lucrative sponsorship deal potentially worth $1 million. IOC marketing director Anne-Sophie Voumard commented on the matter, categorically dismissing any concerns regarding marketing violations.
“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. Although Leerdam will face no disciplinary actions, public opinion about her conduct during the Winter Games has been mixed.
Former Dutch footballer Johan Derksen has been particularly critical, condemning her decision to fly to Italy on a private jet instead of joining her national teammates. “Her behavior is horrible to me, like that of a diva,” Derksen asserted ahead of the competition. He noted that many across the Netherlands are growing increasingly frustrated with her attitude, particularly given her absence from the Opening Ceremony, which she chose to skip in favor of resting in her accommodation.
Despite the backlash, her marketability appears strong. Sports finance expert Professor Rob Wilson predicts her earnings could rise significantly in the aftermath of the Games, especially if she expands her brand presence beyond traditional sportswear into sectors like beauty and luxury products. With over 6.3 million Instagram followers, her online engagement post-Gold has exceeded expectations, with a single celebratory post attracting one million likes.
Leerdam’s engagement to Paul has further broadened her audience, although his posts about her Olympic success did not capture the same level of engagement. The combination of their profiles presents a compelling opportunity for brands aiming for maximum exposure in the highly competitive sports market.
As the dust settles on her Olympic performances, the attention now shifts towards how far Leerdam can leverage this moment into sustainable commercial success, blending athletic achievement with celebrity culture.
