A verdict has been reached on Jutta Leerdam’s controversial ‘underwear flashing’ in the wake of her gold medal triumph at the Winter Olympics, with the IOC deeming there to have been no infringement.
The Dutch skater, 27, who is the fiancée of Jake Paul, made headlines after winning gold in the 1,000m speed skating event, in which she set an Olympic record in the process, when she unzipped her racing suit to reveal a white Nike sports bra.
The image of the visibly emotional Leerdam quickly hit the back pages of newspapers and websites across the globe – and was quickly redistributed by Nike’s 298 million Instagram followers, with reports suggesting she could earn $1million from the sportswear giants as a result.
There were fears, however, that her post-race act could land her in hot water, given the IOC’s strict rules on advertising sponsors during the competition.
Yet on Thursday, it was confirmed that the Dutch skater had committed no infringement.
‘I’m not a figure skating expert, but I understand that opening one’s suit after a competition is normal for skaters. Especially since the suit is very tight. It’s common practice and not a marketing ploy,’ said Anne-Sophie Voumard, IOC marketing director.
Jutta Leerdam will not face any sanctions for flashing her sports bra at the Winter Olympics
Leerdam’s escape has not absolved her from wider criticism, though, with the 27-year-old called out for her ‘diva’ behaviour throughout the event, with her preference for luxury treatment not going down well.
Former Dutch footballer Johan Derksen led the charge of critics, slamming her decision to travel to Italy via a lavish private jet instead of with her teammates.
‘Her behavior is horrible to me, like that of a diva,’ Derksen fumed prior to the event while speaking to the Dutch media about her high-profile public persona.
‘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,’ he added sharply.
Leerdam further fueled the fire by skipping the Opening Ceremony, choosing instead to watch the event from her bed while her teammates marched in the stadium.
Images of her private jet – complete with custom flags and handmade cupcakes – had social media influencers and sporting fans alike deeply divided.
Meanwhile, Professor Rob Wilson, a leading authority on the business and finance of sport, believes Leerdam’s earning potential is only expected to grow after the Closing Ceremony, and even see her follow in the footsteps of the Games’ most bankable star – and fellow Red Bull athlete – freestyle skier Eileen Gu.
Although Leerdam is unlikely to hit the heights banked by Premier League footballers, Prof Wilson noted that her earning capacity is by no means insignificant.
The Dutch speed skater has courted criticism for her antics during the Games in Milan Cortina
‘Given her combination of podium success with the high social media engagement that she’s clearly had, you’re probably talking somewhere between £8m and £10m ($10.9m-$13.6m) per year, particularly during those peak Olympic cycles,’ Wilson told the Daily Mail.
‘I think that would be achievable if she continues to diversify beyond that sort of traditional sportswear, into products that will really accumulate her opportunity, whether that’s into things like beauty, wellness, or luxury goods.’
Leerdam has over 6.3m followers on Instagram, with a single post documenting her day after winning gold garnering 1m likes. Although her relationship with Paul has exposed her to new audiences, his various posts celebrating her success earned far fewer.
What is undeniable is that together, Paul and Leerdam represent a serious marketing prospect for brands.
