Leerdam's Sports Bra Victory Celebration Worth $1 Million in Publicity

Dutch speed skater Jutta Leerdam's gold medal celebration at the 2026 Milan-Cortina Winter Olympics, in which she revealed her sports bra, has been valued at $1 million (approximately 1.44 billion won) in promotional impact.

British newspaper The Sun published an article on the 17th titled "Leerdam's celebration unzipping her top to reveal her sports bra after winning gold is worth $1 million."

Leerdam won the women's 1,000-meter speed skating event in Milan, Italy on the 10th with an Olympic record time of 1:12.31. Immediately after her victory, she unzipped her racing suit, exposing the white sports bra underneath. The sports bra Leerdam wore was a Nike product.

The Sun reported that "according to marketing experts, the photo would have generated enormous publicity through Nike's social media, which has 298 million followers," adding that "it deserves a seven-figure bonus."

Leerdam's winning moment was also used in an advertisement by Dutch brand HEMA. When Leerdam's makeup smeared as she shed tears, HEMA promoted its eyeliner, emphasizing it as a "waterproof product that doesn't smear even with tears."

Leerdam, also known for her engagement to famous boxer Jake Paul, arrived in Italy for the Games on a private jet. She has continued to generate headlines by posting photos of her glamorous lifestyle on social media. Her social media following has reached 6.2 million.