Jutta Leerdam shattered records at the Milano Cortina 2026 Winter Olympics, but exposing her underwear sent social media into a frenzy. This bold move sparked an immediate global viral reaction.
Olympic officials broke their silence to quiet the growing controversy. Anne-Sophie Voumard, the IOC’s marketing head, confirmed the committee would not punish the champion. She explained that skaters traditionally unzip their tight suits to breathe and cool down immediately after a race. Officials officially categorized the move as “normal practice” rather than a calculated stunt.
Jutta Leerdam tearfully unzipped her suit to reveal her Nike undergarment after winning gold in the 1,000m speed skating competition on February 9. This unexpected reveal quickly sparked a massive conversation across social media platforms.
While the “Nike moment” potentially added millions to Leerdam’s market value, she left Italy with both gold and silver medals. She remains the undisputed breakout star of the 2026 Games.
Experts estimated that the split-second moment could make her richer by around $1 million.
Leerdam surprised many by promoting Nike undergarments while wearing her official FILA skating suit. The move felt especially bold, given that she had only recently announced her partnership with Nike.
“When you’re this fast, you don’t ask for permission,” Nike wrote in a post celebrating Leerdam’s victory earlier this month.
Some speculated whether Leerdam would face penalising action for flaunting a Nike product at the Olympics.
An IOC official confirmed the committee will not punish her for the unzipping moment.
IOC TMS Managing Director Anne-Sophie Voumard described the speed skater’s actions as “normal practice,” noting the extreme tightness of the skating suits.
Previously, experts estimated that Leerdam might make a seven-figure amount from her spotlight-stealing moment.
“With Nike, I suspect you’re looking at a figure of over a million,” advertising expert Frederique de Laat, founder of female athlete marketing agency Branthlete, told AD.
Moreover, Leerdam has 6.2 million Instagram followers and could also earn around one cent per follower if she agrees to share sponsored posts.
That could mean she earns up to $73,500 per sponsored Instagram post promoting Nike, according to Meindert Schut, editor-in-chief of Dutch business magazine Quote.
Leerdam seemed ecstatic while speaking about being a Nike Athlete around two months ago. She said it felt like a “blessing” to be part of the “NIKE family.”
“I’m a @nike athlete!!” she wrote on Instagram. “I still can’t quite believe it yet. The little girl in me is smiling so big, and the woman I’ve become is so proud.”
The speed skater said it was always her “dream” to become a Nike athlete, and she “never settled for less.”
How do you feel about Jutta Leerdam unzipping her suit to reveal her Nike undergarment after winning?