Dutch speed skater Jutta Leerdam secures her first Olympic gold medal in the women’s 1,000m event at the Milano Cortina Winter Olympics, shattering the Games record in the process. The victory positions her for a potential $1.4 million bonus from Nike, fueled by her bold post-race celebration.
Historic Gold Medal Triumph
Leerdam dominates the 1,000m speed skating final, crossing the line in an Olympic record time. Her fiancé, boxer Jake Paul, along with the Dutch king and queen, cheers from the stands in Milan. Paul, visibly emotional, shares the moment’s intensity: “Man, words can’t even describe it. It’s the greatest feeling I’ve ever witnessed. 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.”
Post-finish, Leerdam unzips her racing suit to reveal a white Nike sports bra, circling the rink in celebration. Nike’s Instagram account, boasting 298 million followers, quickly shares the image with the caption: “When you’re this fast, you don’t ask for permission. Jutta Leerdam breaks the Olympic record in the Speed Skating 1000m and wins her first Gold.” The post highlights the contrast, as FILA serves as the official merchandise sponsor for the Netherlands Winter Olympic team.
Lucrative Nike Opportunity
Marketing experts predict a major financial windfall for Leerdam from the exposure. Frederique de Laat, founder of athlete marketing agency Branthlete, estimates the endorsement value: “With Nike, I suspect you’re looking at a figure of over a million,” equivalent to about AUD $1.4 million.
Olympic athletes receive no competition pay, but nations award medal bonuses. Dutch gold medalists earn USD $35,000 (around AUD $49,000), while Australian victors get AUD $20,000.
Celebrations and Silver Medal
Leerdam treats herself to a Hermès Birkin bag, retailing over USD $10,000, in a video shared with her 6.3 million Instagram followers. Dutch brand HEMA joins the buzz with a playful Facebook post promoting waterproof eyeliner: “We totally get it Jutta. We were also crying a tear on the couch. What a global achievement by the Dutch skating ladies!”
Leerdam’s campaign shines with silver in the 500m, where teammate Femke Kok claims gold in an Olympic record 36.49 seconds, edging Leerdam’s 37.15 seconds. Japan’s Miho Takagi takes bronze. Despite prior criticism over her private jet arrival, Leerdam congratulates Kok and Takagi while embracing her coaches.
