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Jake Paul's fiancée Jutta Leerdam could be set for $1 million payday after 'flashing underwear' when she won gold
Dutch speed skating star Jutta Leerdam is attracting major commercial attention following her headline-making performance at the Winter Olympics, with one advertising expert suggesting a single viral moment could translate into a seven figure boost from sponsor Nike.
The 27-year-old athlete, who is engaged to YouTuber-turned-boxer Jake Paul, captured global attention after winning gold in the 1,000m event last Monday, setting an Olympic record in the process.
Following her victory, Leerdam unzipped her racing suit to reveal a white Nike sports bra, a gesture that quickly circulated across international media and social platforms.
The image gained widespread exposure online and was reshared through Nike’s Instagram account, which has 298 million followers.
The athlete’s strong showing continued when she added a silver medal on Sunday, further elevating her profile during the Games.
Marketing specialists believe the combination of athletic success, viral imagery, and social media reach could significantly increase her earnings potential. Fredereique de Laat, founder of Branthlete, pointed to the scale of the opportunity in comments to Dutch newspaper AD, saying, "With Nike, I suspect you're looking at a figure of over a million."
How a viral Olympic moment boosted brand value
According to Meindert Schut, editor in chief of the business magazine Quote, Leerdam’s social media presence could also play a major role in her sponsorship income. With around 6.2 million followers, estimates suggest she might earn roughly one cent per follower for sponsored posts, which would equal about 62,000 euros per Nike related Instagram post.
The attention surrounding her emotional celebrations also attracted interest from other brands. Dutch retailer Hema referenced images of her crying after her win when promoting eyeliner, writing: "Water-resistant, even with tears of joy."
The moment added to the ongoing discussion about how athletes’ personalities and reactions during major competitions can influence commercial opportunities.
Olympic success after a difficult path to qualification
Leerdam’s medal haul has been seen as a strong comeback story after she crashed out of qualifying in late December for her signature 1,000m race. She ultimately relied on selection from the Dutch Olympic Committee to compete in the event, and she rewarded that decision by claiming gold in dominant fashion.
Jake Paul shared his reaction publicly after her victory, saying: "Man, words can't even describe it. It's the greatest feeling (of) anything I've ever witnessed, to be honest.
"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."
Later, he posted a celebratory video alongside Leerdam with the caption, "Time to celebrate," showing the couple marking her second medal of the Games.
Private jet controversy and criticism at home
While her Olympic performances brought praise, Leerdam also faced criticism earlier in the competition after traveling to Milan Cortina on a private jet. She documented the journey on Instagram, where custom flags, handmade cupcakes carrying messages of support, and a personalized television display were shown onboard. Paul commented on the post, writing: "Time to shine."
The trip drew negative reactions from some observers in the Netherlands, with former Dutch footballer turned analyst Johan Derksen offering strong criticism. He said per The Sun: "She should want it of her own accord. She's already living like a millionaire, with private jets and everything.
"Her behavior is horrible to me, like that of a diva. 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."