Olympic Skater's Nike Bra Display Sparks Million-Dollar Sponsorship Windfall
Dutch speed skater Jutta Leerdam could be set to earn close to $1 million (approximately £730,000) from sportswear giant Nike following her viral moment at the Winter Olympics, according to advertising specialists. The 27-year-old athlete, who is engaged to YouTube star-turned-boxer Jake Paul, unzipped her racing suit after winning gold in the 1,000m event last Monday, revealing a white Nike sports bra underneath.
Viral Moment Captures Global Attention
The emotional image of Leerdam celebrating her victory while showcasing the Nike garment quickly spread across newspapers and websites worldwide. Nike's substantial social media presence, boasting 298 million Instagram followers, further amplified the reach of the moment through widespread redistribution. This exposure has positioned Leerdam for significant financial rewards from the brand partnership.
Expert Analysis Predicts Substantial Earnings
Fredereique de Laat, founder of Branthlete, a firm specializing in female athlete advertising, estimates that Leerdam could receive around 850,000 euros from Nike. "I suspect she receives around 850,000 euros from Nike," de Laat told Dutch newspaper AD. Additionally, Meindert Schut, editor-in-chief of business magazine Quote, highlighted Leerdam's social media influence, noting she could earn approximately one cent per follower for each sponsored Instagram post, translating to roughly 62,000 euros (£54,000) per post featuring Nike.
Leerdam's Olympic Success and Personal Journey
Leerdam's performance at the Games was particularly remarkable given her setback in late December, when she crashed out of qualifying for her signature 1,000m event. She relied on the Dutch Olympic Committee to select her for the competition, ultimately repaying that faith by winning gold in commanding style and setting an Olympic record. Her success continued with a silver medal win on Sunday, adding to her accolades.
Brand Engagement Extends Beyond Nike
In the wake of her gold medal victory, Leerdam also attracted attention from Dutch retailer Hema. After her makeup ran down her face during emotional tears of joy, Hema promoted its water-resistant eyeliner with the caption: "Water-resistant, even with tears of joy." This demonstrates how her Olympic achievements have sparked broader commercial interest.
Personal Support and Celebrations
Leerdam's fiancé, Jake Paul, expressed immense pride and joy following her victories. "Man, words can't even describe it. It's the greatest feeling (of) anything I've ever witnessed, to be honest," Paul said. "Just the amount of hard work that goes into it. Like 99.9 per cent of people will never understand. And she pulled it off, under the most amount of pressure ever." The couple celebrated together after Leerdam secured her second medal, with Paul sharing a video captioned "Time to celebrate" showing them kissing.
Overall, Leerdam's strategic brand exposure at the Winter Olympics has not only highlighted her athletic prowess but also positioned her for substantial financial gains through sponsorship deals, with experts predicting earnings nearing $1 million from Nike alone.
