Jutta Leerdam has been one of the most talked-about stars at the Milano Cortina 2026 Winter Olympics in Italy. The Dutch speed skater won gold in the 1,000m and silver in the 500m, breaking the Olympic record in her gold-medal race.
After crossing the finish line, she celebrated emotionally by briefly unzipping her racing suit and revealing her Nike sports bra — a moment that quickly went viral worldwide. Marketing experts, including Frederique de Laat, told Dutch outlet Algemeen Dagblad that the exposure could be worth over $1 million in sponsorship deals, especially with Nike.
Already one of the most-followed winter athletes on social media, Leerdam could earn significant revenue from sponsored posts. The Netherlands also reportedly awards around $35,000 for a gold medal.
While some online reactions were mixed, many fans focused on her athletic achievements. Regardless of future endorsements, Leerdam’s record-breaking performance and viral celebration have secured her a memorable place in Olympic history.