Winning gold is nice. Turning it into a seven-figure endorsement is better. Dutch speedskater Jutta Leerdam may have done both at the 2026 Winter Olympics.
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Photo by Hannah Peters/Getty Images
After setting an Olympic record in the women's one thousand meters, Leerdam unzipped her FILA racing suit on the ice, revealing a white Nike sports bra underneath. The moment was brief. The impact might not be.
Marketing expert Frederique de Laat told Dutch outlet AD that a Nike deal tied to the moment could be worth more than $1 million. The brand did not waste time leaning in. The official Nike Instagram account reposted the image and praised Leerdam's record breaking skate.
The numbers backed it up. Leerdam clocked 1:12.31, edging teammate Femke Kok, who had just set the Olympic record herself in the previous race.
Leerdam followed the gold with a silver medal in the five hundred meters, finishing behind Kok again. No drama there. Just dominance from the Netherlands.
Off the ice, Leerdam celebrated with fiancé Jake Paul, posting a video of the couple dancing in a luxury vehicle after the race. They got engaged in Italy last year. Milan turned out to be good to both of them.
Gold medal. Olympic record. Viral moment. The podium may not be the most valuable thing Leerdam leaves Italy with.
