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Here's the reason Jake Paul's fiancée Jutta Leerdam could earn over $1 million after 'showing bra' when she won gold
Jutta Leerdam’s record-breaking performance at the 2026 Winter Olympics in Milan is already being celebrated around the world, but it could also lead to a major financial boost. The 27-year-old Dutch speed skater claimed gold in the women’s 1,000-meter race on February 9, setting a new Olympic record with a time of 1:12.31.
Her victory quickly went viral, not only because of the historic time but also due to her emotional celebration. Moments after crossing the line, Leerdam broke down in tears and unzipped her orange and blue racing suit, revealing a white Nike sports bra underneath as she skated around the rink to applause from the crowd.
The images spread rapidly online, drawing attention from fans and major brands alike. What appeared to be a spontaneous celebration may now translate into a significant payday.
Why Nike’s response could be worth millions
Nike moved quickly after Leerdam’s win, editing and posting a photo of the newly crowned Olympic champion celebrating. The brand shared the image with the caption: “When you’re this fast, you don’t ask for permission.”
The post continued: “Jutta Leerdam breaks the Olympic record in the Speed Skating 1000m and wins her first Gold.”
The moment carried extra weight given that FILA is the official merchandise sponsor for the Netherlands Winter Olympic team. Despite that, Leerdam chose to wear a Nike sports bra, making the logo clearly visible during one of the most widely viewed moments of the Games.
According to Frederique de Laat, founder of female athlete marketing agency Branthlete, that decision could prove extremely lucrative. "With Nike, I suspect you’re looking at a figure of over a million," she told Dutch publication AD.
Social media following boosts her earning power
Leerdam already commands a significant audience online, with more than six million followers on Instagram alone. That number is expected to rise further following her performance in Milan, increasing her appeal to global sponsors.
Her personal life has also attracted attention. Leerdam is engaged to influencer Jake Paul, who was seen crying tears of pride as she secured gold. After her victory, she skated toward the sideboards, blew him a kiss and formed a heart shape with her hands.
The couple went Instagram official in April 2023 after Paul invited the world champion onto his podcast.
Speaking on the Countdown: Paul vs. Tyson documentary, Leerdam said: “I never, ever expected to date him, like never. Of course, I didn’t know a lot about him. I could only scroll on his Instagram and form an opinion like the whole world does. But he is the complete opposite.”
Paul proposed in March last year during a trip to St Lucia. The pair shared the news in a joint Instagram post, telling followers they ‘can’t wait to spend forever together’.
With a record breaking Olympic performance, viral visibility and brand interest already building, Leerdam’s celebration in Milan may prove to be as valuable off the ice as it was historic on it.